How to use the few to get to the many: what marketing science means for effective social strategy
Gareth PriceThe Social Partners
Social media marketing has long existed in a bubble of its own making; isolating itself from the rest of the advertising industry in the language it used, the way it was practised, and the means by which it measured success.
Platforms like Facebook and Twitter were purported to provide an opportunity to market to consumers in ways that didn't previously exist.
Whereas old broadcast media "shouted" messages at unwilling consumers who had no choice but to listen...