Use social media to make your brand better, not just more entertaining

Too many companies use social-media razzle-dazzle to distract from the fact that they’re offering mediocre services, writes Jonathan Salem Baskin. Social-media efforts need to add value for customers and improve the company’s offerings, Baskin argues. “Sure, we talk about ‘transparency,’ but a social campaign that does nothing but entertain is as artificially opaque as the worst output of the bad old days of mass media,” he writes.  Advertising Age (tiered subscription model)


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