When you think back on it, the advent of social media hit the marketing world like hot sauce on an empty stomach. All of a sudden businesses with an appetite for “what’s next” rushed to set up Facebook Pages, Twitter accounts and blogs to connect with as many customers as possible. Waylaid somewhere along the way, however, were the fundamentals of public relations, marketing, corporate communications and sales — giving way to erroneous assumptions about how businesses should manage their social marketing.
In my view, there is no “one way” to manage your online positioning using social media. Instead, each company’s marketing strategy should differ depending on specific goals and target audiences.
What follows is a cheat sheet to the dangers of absolutes when it comes to marketing online: