Six rules for social media engagement
Marketers who think that they can implement a social media campaign using their old PR techniques are in for a disappointment. Vastly different rules apply in the social media space:
Social Media Is Different: Embracing social media and making it part of the overall marketing strategy rather than simply part of an experimental budget is all the rage these days. That is absolutely the right direction for agencies and advertisers to head, but they cannot lose sight of the fact that social media is vastly different from traditional online channels. Advertisers who don't accept the need to approach and measure social media in a different way are doomed to executing sub-par campaigns and being left behind by their competitors.
