By B.L. Ochman

Social Media Marketing StrategyAmid the endless pronouncements about social media — often shortened to “social” these days by consultants trying to sound like they know what they are talking about — is the reality that social media is not a solution, or a sure bet.

Social media can’t

Substitute for marketing strategy 

A Twitter campaign, or a Facebook page that announces your weekly specials is not a marketing strategy.

Succeed without top management buy-in

Social media requires a way of thinking that includes willingness to listen to customers, make changes based on feedback, and trust employees to talk to customers.

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