I was going to write an article on why approaching social media as a standalone endeavor always fails. But this article from Peter Shankman sums it up better than I ever could. His conclusion couldn't be more spot on:
"Social media is not “cool.” MAKING MONEY IS COOL. Social media is simply another arrow in the quiver of marketing, and that quiver is designed to GENERATE REVENUE."
Why I Will Never, Ever Hire A "Social Media Expert"
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