Smart marketing is about help not hype.
Worry more about being social, and worry less about doing social media
We are surrounded by data, but starved for insights.
For many businesses, the fear behind their social media reluctance isn't just fear of failure but of blame and accountability - both individual and collective.
The goals of content are consumption, then behavior. The goals of social are participation, then behavior.
Content that helps is superior to content that sells.