Don't buy a cookie-cutter social strategy

12/7/2009 | Bloomberg Businessweek

Social-media consultants apply a one-size-fits-all strategy for their clients that focuses on generating buzz online, but not every company has the same needs, writes Stephen Baker. "Their pronouncements follow a rigid gospel: Be transparent, engage with your customers, break down silos. Yet these strictures don't always make business sense," he writes.

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