Marketers used to be able to simply broadcast their message to everyone within earshot, but in the social-media era it's necessary to be more targeted, writes Scott Olson. The key is to find and listen to your true fans, and to create messages they'll be receptive to, Olson argues. "Broadcasting marketing messages to a vast population who may or may not care is a formula for failure -- so it's more important than ever to tailor your outreach and messages to connect to people who do care," he writes.

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