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Ignite The “Social” In Social Media

A recent report from Forrester Research (FORR) found that a third of U.S. marketers surveyed were dissatisfied with their social marketing results. Meanwhile, only 38 percent of those surveyed targeted their fans on social networks, and just 38 percent targeted friends of fans.

You would think those results would give marketers pause. Forrester also reports, however, that U.S. marketers are pouring more than $2 billion annually into social media—including ads and promoted content—to try to reach the 1 billion-plus social media users.

What many big social media advertisers have failed to grasp is the “social” component of social media. To date, many brands have focused on individuals rather than relationships among individuals and the economic power of those relationships. Who is most likely to influence their friends? Who is... Click HERE to read more

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