3 myths that could derail your social media efforts

A Gallup poll of 17,000 social media users found evidence that social engagement with a brand doesn’t directly drive customer loyalty and acquisition, Blaise James and Jim Asplund write. Instead, social tools empower brand advocates to spread the word about a company — which does drive loyalty and customer acquisition, they write. “You’re less likely to engage prospects directly through social media. Encourage or guide your current customers to advocate on your behalf instead,” James and Asplund write. Gallup Management Journal (free content)


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