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They key I see here is influence. I love what you said about influence as I believe it's the cornerstone for any brand's social media strategy. When brand's want to focus on your first point, they are essentially influencing future buyers. Being smart, helpful, and cognizant of buyer needs to help influence the word of mouth that is spread.

"But it shouldn't be an afterthought, something to tack on another five or six jobs or on the tail end of a campaign that places its attention elsewhere."

A perfect, and very public, example of successfully integrating social media from the get-go was the Obama campaign. They understood that this was not going to be some "tack-on" effort and if they were going to do it, they needed to do it right. They did it right and Obama reaped the benefits.


You get it. I have been screaming to the hills with very few echos returned: In today's world, we marketers should be placing most of our efforts and our budgets on Inbound Marketing. But first we need to fix corporate cultures.

According to just-released CMO Council data, "83 percent of marketers say they face change-resistant corporate cultures, conflicts and competition between internal constituencies, and a resistance to operational accountability, visibility and measurement." And that is a problem.

Until alignment of customer touchpoints and accountability plus measurement become top priorities, no strategies or tools will be effective or efficient. Keep up the great thinking Valeria.

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