Social media: Missing the wood for the trees

Robin Houghton

'Social media' and 'social media marketing' have widely become seen as synonymous. But our adherence to traditional marketing ways of thinking hampers our ability to see the true scope of social media.

Social media: Missing the wood for the trees

Robin Houghton

'Social media' and 'social media marketing' have widely become seen as synonymous. But our adherence to traditional marketing ways of thinking hampers our ability to see the true scope of social media.

Much of what passes for social media marketing is flawed, and even what appears to be successful only draws attention to the corresponding missed opportunities. At the same time, 'social' is stripping away the glamorous surface of 20th century marketing and revealing some massive cracks. Social media marketing might just be the dying throes of marketing as we...

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