Too many companies think it's enough to put up a Facebook page and call it a social-media marketing campaign, writes Steve Richards. Integrated social-media campaigns are far more likely to be successful, Richards argues, and for many brands Twitter and YouTube have more to offer than Facebook. "Just putting a page up onto Facebook, with no coherent social-media strategy, is unlikely to do anything for a brand. ... Let your strategy guide your choice of platform, and not vice versa, in order to get the most out of your time and effort," he writes.
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