It's time to put the "social" back into "social marketing," writes Tara Hunt. What matters isn't how many Twitter followers and Facebook fans your brand has, but rather how your organization leverages those connections to build real relationships and generate word-of-mouth buzz at scale. "It's not that people don't shop on social networks, it's that people see social networks as a place to connect, create and build their own brands. Your brand's needs aren't why they are there. ... Instead of thinking of all of the ways to reach your customers, think of all of the ways to improve your relationships with customers so they reach one another," Hunt writes.
How social is your organization?
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