One of the most frustrating moments for a marketing manager is being required to answer the question, “so why isn't this social media thing working?” from a company stakeholder. If that's you, you're not alone, as so many companies, large and small, desperately want to see a return on investment in this wondrous channel called “social media.” After trying it out, many people are wondering what all the hype is about.
Despite the fact that many of companies are realizing success using tools like Facebook, YouTube, and Twitter, other companies are not. There are of course several reasons why this is the case, but success or failure always starts with planning and strategy - or lack thereof.
