There's a limit to what social media can do for a brand, so smart marketers understand the need to combine social media outreach with more conventional offline, search, e-mail and sponsorship campaigns, Nate Elliott writes. "The sooner we start looking at social as a valuable point solution at certain parts of the customer life cycle -- rather than as something that should take over our entire marketing ecosystem -- the sooner we'll start seeing real, consistent value from social media marketing," Elliott writes.

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