To create a conversation, you have to let go

Would-be social marketers often have difficulty learning to relinquish control, writes Sean Donahue. Only by letting your community steer the conversation can you hope to generate self-sustaining buzz, Donahue argues. “You have to be comfortable with the idea that you’re no longer in control of the conversation,” he adds. “Sometimes that leap of faith is so daunting that marketers just can’t bring themselves to make it — and they’re missing an opportunity.”  MarketingSherpa/Sherpa Blog


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