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Herding Cats by Michael Weiss, Andrew Rohm

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Chapter 4

Creating Your Content

When it comes to putting social media to practice, the challenge that most brands face is that they base their strategy and execution simply on which social platforms (where) they want to be on rather than who they want to engage and what story they want to tell. Brands establish (independent of each platform) a presence on Facebook, Instagram, and Twitter pages, start posting, and then simply wait for their audience to interact and engage with them. With no overall strategy in place, these brands dive feet first into the social media pool and start posting content on various social media platforms without any strategic considerations. And why not? That’s where the action is. This is the space where we all can ...

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