11/15/2010

Rather than trying to come up with a single social-media strategy, marketers should split their campaign into "micro-goals," says Jennifer Evans Laycock of SugarSpun Marketing. Campaigns get better results when they focus on retweets for a specific post or clicks for a shared link, rather than pouring all their energies into boosting broader metrics such as their total number of social-media followers, she argues.

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