Why risk-taking is a prerequisite for social-media success

Companies whose social-media efforts don’t occasionally “suck” probably aren’t trying hard enough, writes Lee Odden. The key is to distinguish between correctable mistakes and outright failure, he argues; it’s fine to make missteps while you find your brand’s identity, but you can’t afford to sacrifice trust, engagement or openness along the way. “There’s nothing wrong with testing and failing. But do so after listening and participating with the channels you’ll be engaging,” Odden advises.  Online Marketing Blog


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