How to tell the social-media charlatans from the real deal

There’s more to being a social-media marketing expert than just showing up and posting a tweet or two, writes Lee Odden. Marketing is a skill that it takes time to master, and brands should demand that their consultants show genuine expertise rather than simply a passing acquaintance with the latest fads, he notes. “That means knowing more than how to setup a Twitter or Facebook account. It means knowing customers’ social behaviors and preferences, social technologies, explicit and implicit social network rules and how to measure outcomes,” Odden writes.


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