How to build an effective social campaign

Social strategy should be about using social dynamics to benefit business, not about applying a digital marketing strategy to social platforms, writes Greg Satell, author of the Digital Tonto blog. Effective social campaigns win credibility through authenticity, share the same values with the community they are trying to reach, and take time to evolve, starting internally and then reaching out to consumers.

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Harvard Business Review online/HBR Blog Network

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