Friends with Benefits

Risk #5: Your Initiative Dies on the Vine

Many company blogs, Facebook groups, and Twitter accounts launch with a bang and then fade away, with more time passing between updates. You spend less time commenting on others' blogs, and you ignore profiles on social networks. The success of a social media marketing campaign rests on your company's genuine interest in engaging its audience and becoming an active member of an online community. You can sleepwalk through the steps and follow all the rules, but if you don't connect with colleagues and customers, your campaign will die.

Stay engaged by clearly demonstrating to your boss, your colleagues, and your team why social media matters. Use examples from this book to illustrate how a good social media ...