Attracting as many clicks as possible shouldn't be your sole focus when you use social media. "When marketers troll for clicks on social networks, too often they over-promise and under-deliver, losing followers and damaging brand credibility," according to a white paper written by Heather Bussing and Eric Schwartzman. Consumer engagement is key, and it's important to educate your staff about how to communicate on social channels.

Related Summaries