social media

“Half of Social Media Campaigns Will Flop” from CNET, includes this salient passage:

“(Businesses) will rush to the community and try to connect, but essentially they won’t have a mutual purpose, and they’ll fail,” Sarner said. By a “mutual purpose,” he means a way to serve both the company putting out the campaign and the audience interacting with it: finding that balance is not easy

To which I reply: “It needs to be a brilliant, delightful collaboration among all parties.”