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Social Business By Design: Transformative Social Media Strategies for the Connected Company by Jeff Dachis, Peter Kim, Dion Hinchcliffe

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Chapter 6

Social Media Marketing

Marketing departments were among the earliest adopters within most businesses to start applying social media. It wasn't long after blogs and social networks arrived on the scene in a major way in the mid-2000s that marketers began using these emerging online tools. Although they often used social media very much like the traditional push channels that came before them—such as print, radio, and television—they also grappled with and learned to work through the unique challenges and opportunities of the new two-way communications environment that social media appeared to offer.

The early days of social media marketing proved instructional for brands. The lessons from pioneers came fast and furious for those who ...

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