Isn’t it frustrating to think you finally understand something in business, like marketing with social media, only to realize that the landscape changed while you were looking at other priorities? For example, it used to be that marketing via social media meant banner ads on Facebook, buying search engine results, and sponsoring blog entries, but these don’t suffice anymore.
In a classic book on social media by Jim Tobin, “Earn It. Don’t Buy It,” he asserts that “earned” social engagement drives better business results than paid social exposure.
