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Too often, businesses think they can leverage social media by simply thinking about it as a bolt-on to existing marketing efforts or by outsourcing it entirely as a single activity. This is part of the reason why a grey area still exists as to whether social media can produce an ROI for business.
Simply put, businesses still don’t understand how to leverage social media. Having this initial lack of understanding opens the doors to developing a whole series of management practices that just don’t get it.
If you get the foundations right, you’re already half way there.
It’s critical that a clear understanding of how to leverage social media is realised before any real investment is consumed. Would you start a business without knowing if it could work? Have you hired someone without understanding how their skill-set will benefit your business?