Rick Liebling_is Head of Global Marketing for_Unmetric. “There is nothing so useless as doing efficiently that which should not be done at all.” – Peter Drucker Five years ago, omnipresence was the social maxim for brands. With each freshly minted social network, brands gleefully added a new button to the company website and proudly pronounced: “Connect with us on (fill in the blank).” _ The “If you build it, they will come” approach to social worked for some, but for many who hopped on every network because “everyone else did,” the trees fell but nobody heard them. The notion that...
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