(Amazing Gangsta Chimp image by the talented Matt Cioffi)
You may have heard of social media. There’s been a bit of news about it recently. However, a lot of people making that news have created expectations and beliefs about social media that aren’t true.
1. Social Media is Inexpensive
False. As Charlene Li said recently, social media trades media cost for labor cost. Done correctly, social media – even a simple reputation monitoring program – is a time intensive proposition that requires daily vigilance.
2. Social Media is Fast
False. Social media is by definition slow. Done correctly, social media is about developing meaningful relationships with customers and prospective customers in their natural habitat. That’s not a “wave the magic wand” scenario. You have to create content, be part of many communities, and proceed incrementally. Many successful social media programs take months (or even more than a year) to really germinate.
3. Social Media is “Viral Marketing”
False, in the same way that a square is also a rectangle, but a rectangle isn’t a square. Can a social media program go viral? Absolutely. But if you’re engaged in a social media program in an effort to go “viral” you’re not really engaged in social media at all. You’re engaged in an advertising and marketing campaign that uses the Web as its distribution platform.
4. Social Media results can’t be measured
False. Especially in comparison to many other communication programs like traditional PR, TV advertising, outdoor advertising and others, social media actually offers pretty solid metrics. Many social media software packages (great ebook analysis of them here) can provide highly detailed reports on the impact of social media programs. Can those results be tied back directly to sales, and therefore ROI? Probably not yet, but other than search and email (and maybe banners) where CAN you do that?
5. Social Media is optional
It doesn’t matter what the demographics of your customers are. It doesn’t matter what industry you’re in. Your customers and prospects are talking about you online. Your company needs to be part of that conversation. Today. Online is where many people do their talking, so that’s where you need to be. If barber shops were still driving consumer sentiment, I’d be writing this post about barber shop marketing. Be where your customers are.
6. Social media is hard
False. It’s not hard, it’s complicated. And that’s only because of the alphabet soup of social networks, lifestreams, sharing sites, etc. Social media is not about Facebook or MySpace or Flickr or Twitter or blogs or YouTube. It’s about having a strategy for making your company or organization more like a person and less like a machine. It’s about humanization.
If your customers and prospects feel like your company is more human and actually cares about them, they’ll want to be part of it. That’s the brand engagement holy grail that we’re all seeking. Too often, the humanization part gets overlooked in an effort to create a “user-generated video contest widget that we’ll launch on Facebook with support from Ustream.” Whatever. Use technology to be yourself, and don’t overthink it.
What other social media fallacies do you have? Leave a comment please.
[...] to DC this afternoon, but wanted to take a moment to re-post a blog entry from Jason Baer over at Convince & Convert. Great [...]
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[...] Assessing The 6 Fallacies of Social Media Earlier this month, Jason Baer over at Convince & Convert did a great post highlighting “6 Dangerous Fallacies of Social Media.” [...]
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[...] The 6 Dangerous Fallacies of Social Media – You may have heard of social media. There ’s been a bit of news about it recently. However, a lot of people making that news have created expectations and beliefs about social media that aren’t true. Also there is a nice continuation of this post here, Social Media Myths and Reality. [...]
[...] before, but I’m bringing it home after seeing Convince & Convert’s “6 Dangerous Fallacies…” and a photo of a monkey holding a gun to its [...]
[...] January 27, 2009 Posted by John Furrier in Technology. Tags: social media, Jason Baer trackback Here is a great post by Jason Baer on the fallacies of social media. Social media is the email marketing of our web 2.0 everyone will do it but how is the question. [...]
[...] Here is a great post by Jason Baer on the fallacies of social media. Social media is the email marketing of our web 2.0 everyone will do it but how is the question. I’ve been doing it for years and I agree with this post. I’ve added some of my comments in { } below. Thanks Jason for a great post. [...]
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RT @erikg1Great Article If You Have To Explain Social Marketing To Your Clients [link to post]
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RT @erikg1 Great Article If You Have To Explain Social Marketing To Your Clients [link to post] Seemingly Obvious in 2009 no?
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The 6 Dangerous Fallacies of Social Media – [link to post]
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I like this- Maybe [link to post]
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[...] link to the rest of his article: http://www.convinceandconvert.com/social-media-marketing/the-6-dangerous-fallacies-of-social-media/ Posted by Elise Daniel April 29, 2009 at 2:57 pm Posted in Best Practices [...]
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RT: @SocialMedia411: 6 Dangerous Fallacies of Social Media (Jason Baer): [link to post]
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RT @SocialMedia411 The 6 Dangerous Fallacies of Social Media (Jason Baer): [link to post]
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@breezyo RT @JoeTrippi RT @SocialMedia411 The 6 Dangerous Fallacies of Social Media [link to post]
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A great article about social media: [link to post] I agree with all but #5.
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RT @SocialMedia411: The 6 Dangerous Fallacies of Social Media (Jason Baer): [link to post]
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@annehebert You may have seen this already: [link to post]
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Liked this: RT @SocialMedia411 The 6 Dangerous Fallacies of Social Media @jaybaer [link to post]
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convinceandconvert.com article at [link to post] uses “Gangsta Chimp” by the very talented Matt Cioffi without credit. Shame.
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Reading “The Six Dangerous Fallacies of Social media” [link to post]
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Me: Some good points PP @joshbecerra: RT @SocialMedia411: The 6 Dangerous Fallacies of Social Media – I especially like #5 [link to post]
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| Social Media Fallacies | [link to post]
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RT@SocialMedia411 rt @The 6 Dangerous Fallacies of Social Media (Jason Baer): [link to post]
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[...] The 6 Dangerous Fallacies of Social Media | Social Media Marketing | Social Media Consulting – Convi… (tags: social media myths networking online technology marketing advertising business) [...]
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RT @tweetmeme The 6 Dangerous Fallacies of Social Media [link to post] Some great stuff.
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RT @jeffbullas: “The 6 Dangerous Fallacies of Social Media” [link to post]
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RT @jeffbullas The 6 Dangerous Fallacies of Social Media” [link to post]
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Socialmedia is about humanization: RT @tweetmeme The 6 Dangerous Fallacies of Social Media: [link to post]
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RT @mzkagan EXCELLENT piece from @jaybaer on the “6 Dangerous Fallacies of Social Media [link to post]
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@jbaer Great blog post about The 6 Dangerous Fallacies of Social Media [link to post]
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The 6 Dangerous Fallacies of Social Media[link to post]
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The 6 Dangerous Fallacies of Social Media [link to post]
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[...] The 6 Dangerous Fallacies of Social Media | Social Media Marketing | Social Media Consulting – Convi… [...]
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The 6 Dangerous Fallacies of Social Media | Social Media Marketing | Social Media Consulting – Convince & Conv [link to post]
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The 6 Dangerous Fallacies of Social Media | Social Media Marketing | Social Media Consulting – Convince & Convert [link to post]
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must read for companies/group that are new to social media : The 6 dangerous fallacies of Social Media [link to post] #socialmedia
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Reading: “The 6 Dangerous Fallacies of Social Media” ( [link to post] )
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rt@rmolden The six dangerous fallacies of Social Media………..[link to post]
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The 6… [link to post]
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Interesting. RT @mashableReading: “The 6 Dangerous Fallacies of Social Media” – [link to post]
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RT @mashable: Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post]
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RT: @mashableReading: “The 6 Dangerous Fallacies of Social Media” – [link to post] – A very good read
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The 6 Dangerous Fallacies of Social Media: [link to post] Via @mashable (Bang on… Must read!)
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RT @mashable Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post]
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Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post] (via @mashable)
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RT @glennhilton: The 6 Dangerous Fallacies of Social Media: [link to post] Via @mashable (Bang on… Must read!)
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This one’s from a while back. Read it again today& it’s still great: 6 Dangerous Fallacies of Social Media [link to post] via @mashable
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Good synopsis to dispell some myths. “The 6 Dangerous Fallacies of Social Media” – [link to post] (via @mashable)
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“The 6 Dangerous Fallacies of Social Media” Considerations for setting realistic expectations. [link to post] (via @jaybaer )
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[link to post]
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“The 6 Dangerous Fallacies of Social Media” [link to post] [via-@mashable]
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RT @mashable: The 6 Dangerous Fallacies of Social Media- [link to post] I think this is totally true! Cut back on product push & talk!
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RT @mashable: “The 6 Dangerous Fallacies of Social Media” – [link to post] – it’s so true!
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RT @mashable “The 6 Dangerous Fallacies of Social Media” – [link to post]
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RT @mashable Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post] (wise words to live by)
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RT @arnteriksen: Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post] (via @mashable)
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[...] The 6 Dangerous Fallacies of Social Media | Social Media Marketing | Social Media Consulting – Convi… — 1:27am via [...]
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“The 6 Dangerous Fallacies of Social Media” – [link to post] (via @mashable)
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RT @jeremyabelson: very smart RT @mashable: Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post]
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RT: @mashable Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post]
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reading The 6 Dangerous Fallacies of Social Media… [link to post]
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So true RT @mashable Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post]
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RT @mashable: Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post] #tagthis #article #social-networking
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The 6 Dangerous Fallacies of Social Media – [link to post] (via http://ff.im/3fTI2) http://friendfeed.com/e/3ae141ad-8b9b-4bf0-be71-aba91e0e3205
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RT: @mashable Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post] < - very interesting and very true!
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RT @mattuk: The 6 Dangerous Fallacies of Social Media – [link to post]
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RT @Iconic88: RT @mattuk: The 6 Dangerous Fallacies of Social Media – [link to post]
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The 6 Dangerous Fallacies of Social Media | Social Media Marketing | Social M… [link to post]
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The 6 Dangerous Fallacies of Social Media | Social Media Marketing | Social M… [link to post] (retweeted 58x http://ree.tw/NM )
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RT @B2BOnlineMktg: The 6 Dangerous Fallacies of Social Media – [link to post] #socialmedia
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6 (Dangerous) Fallacies of Social Media [link to post]. Surely there are more… (via @jaybaer )
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Reading RT
@mashable Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post]
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I like this article. You will too. RT @tweetmeme The 6 Dangerous Fallacies of Social Media- [link to post]
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The 6 Dangerous Fallacies of SocialMedia:[link to post]
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The 6 Dangerous Fallacies of Social Media [link to post]
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Some dangerous myths about Social media – [link to post]
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The six dangerous fallacies of Social Media………..[link to post]
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RT @jennibeattie RT @rmolden The six dangerous fallacies of Social Media: [link to post]
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Reading: “The 6 Dangerous Fallacies of Social Media | Convince & Convert” via @mashable ( [link to post] )
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The 6 dangerous fallacies of social media [link to post] (oldie but goodie via @glennhilton)
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tSocN> The 6 Dangerous Fallacies of Social Media | Social Media Marketing | Social Media Consulting – C.. [link to post]
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It’s about having a strategy for making your company or organization more like a person and less like a machine. [link to post]
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RT @DeliciousHot: The 6 Dangerous Fallacies of Social Media | Social Media Marketing | Social Media Con.. [link to post]
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The 6 Fallacies of Social Media: [link to post] (Bang on… Must read!) (via @glennhilton,@mashable)
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very interesting article for social media newbies. RT @mashable Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post]
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RT @mashable Reading: “The 6 Dangerous Fallacies of Social Media” – [link to post] well said!
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Six falacies of Social Media – > [link to post]
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RT @abladias: Six falacies of Social Media – > [link to post]
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RT eburgosgarciaRT @abladias: Six falacies of Social Media – > [link to post]
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6 Dangerous Fallacies of Social Media: [link to post]
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Excelente post para tomar nota, se merece reflexón RT @abladias Six falacies of Social Media – > [link to post]
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RT @RobertoCarreras: Excelente post para tomar nota, se merece reflexón RT @abladias Six falacies of Social Media -> [link to post]
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RT @RobertoCarreras: Excelente post para tomar nota,se merece reflexón RT @abladias Six falacies of Social Media – > [link to post]
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[...] muchas expectativas con relación al social media, y con ello aparecen algunas mentiras; Jason Baer lista 6 falacias relacionadas con esta actividad, y me gustaría traducir uno por uno sus puntos, todos llenos de [...]
[...] medios sociales se han creado unas expectativas que alomejor no son del todo ciertas… En inglés:www.convinceandconvert.com/social-media-marketing/the-6-dangerous-fall/ sin comentarios en: ocio, blogs karma: 11 etiquetas: social, media, mentiras votos negativos: [...]
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Looking at: “The 6 Dangerous Fallacies of Social Media” ( [link to post]
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[...] muchas expectativas con relación al social media, y con ello aparecen algunas mentiras; Jason Baer lista 6 falacias relacionadas con esta actividad, y me gustaría traducir uno por uno sus puntos, todos llenos de [...]
[...] eso concuerdo plenamente con los siguientes puntos, escritos por Jason Baer y traducidos por Eduardo Arcos, copio y [...]
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RT@jsuzcampos RT @tweetmeme The 6 Dangerous Fallacies of Social Media | Social Media Marketing | – Convince… [link to post]
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RT @tweetmeme The 6 Dangerous Fallacies of Social Media [link to post]
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RT @carlmartin: Reading: The 6 Dangerous Fallacies of Social Media – [link to post] – #socialmedia #social (via @johngoode)
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RT @carlmartin: Reading: The 6 Dangerous Fallacies of Social Media – [link to post] – #socialmedia #social (via @TomGriffola)
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[...] muchas expectativas con relación al social media, y con ello aparecen algunas mentiras; Jason Baer lista 6 falacias relacionadas con esta actividad, y me gustaría traducir uno por uno sus puntos, todos llenos de [...]
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So simple and easy to understand – love this: 6 Dangerous Fallacies of Social Media [link to post]
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Jason Bear y las “falacias” acerca del ‘social media’ : [link to post] , y el nytimes que se sube al carro: http://tr.im/mzJm
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Seis falácias perigosas sobre redes sociais: [link to post]
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[...] u opiniones que no son del todo ciertas. En el artículo de hoy trataré de desenmascarar las mentiras más comunes con las que nos encontramos los que nos dedicamos a la utilización de estas herramientas de [...]
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Interesting: [link to post] “six fallacies of social media”
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6 Fallacies of Social Media [link to post]
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6 Fallacies of Social Media [link to post] (via @StevenPike)
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The 6 Dangerous Fallacies of Social Media Marketing [link to post]
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#Social Media may be complicated, slow and expensive but it isn’t hard, it isn’t optional & results CAN be measured [link to post] #smm
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6 peligrosas falacias del Social Media: [link to post]
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RT @alt1040 : The 6 Dangerous Fallacies of Social Media: [link to post]
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I love checklists! Here’s the next one: [link to post]
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Reading this article about Social Media: [link to post]
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“SM is not about FB or blogs. It’s about having a strategy to make your company more like a human & less like a machine. [link to post]
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RT @simoncollister: SM isnt about FB or blogs It’s abt having a strat to make ur company more human less like a machine. [link to post]
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“SM is … about having a strategy to make your company more like a human & less like a machine. [link to post] (via @simoncollister)
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The 6 Dangerous Fallacies of Social Media: [link to post]
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this read from Oct 08 is sooo on the $$$! “SM is bout having strategy to make ur co. more human” [link to post] (thnx @simoncollister)
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RT @simoncollister SM is not about FB or blogs. It’s about a strategy to make ur company more human & less machine like. [link to post]
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RT @katiemoffat: brilliant post on the 6 fallacies of social media, every client should read this [link to post] – via @simoncollister
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brilliant post on the 6 fallacies of social media, every client should read this [link to post] – via @simoncollister
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RT @msamayoa: “SM is bout having strategy to make ur co. more human” [link to post] (thnx @simoncollister)
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[...] Convince and Convert – The 6 Dangerous Fallacies of Social Media Jason Baer neatly summarises from a PR perspective some of the major popular misconceptions about working with the social web. [...]
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Thanks for this. Liked the 6 myths link [link to post] RT @robbrown: My take on this week’s best of the blogs http://bit.ly/4mP7P
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RT @vivek1209: RT @katiemoffat: brilliant post on the 6 fallacies of social media, [link to post] – via @simoncollister
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Very good article on famous misconception PR companies hold on social media: [link to post]
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RT @gherrmann: Very good article on famous misconception PR companies hold on social media: [link to post]
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[...] post fue escrito originalmente por Jason Baer, pero posteo acá la traducción realizada por Eduardo [...]
[...] muchas expectativas con relación al social media, y con ello aparecen algunas mentiras;Jason Baer lista 6 falacias relacionadas con esta actividad, y me gustaría traducir uno por uno sus puntos, todos llenos de [...]
[...] Convince and Convert Blog: Where Social Media and Email Collide » The 6 Dangerous Fallacies of… – It’s about having a strategy for making your company or organization more like a person and less like a machine. It’s about humanization. [...]
[...] one comment De acuerdo a Jason Baer, de Convince & Convert, el hype del denominado e inexplorado social media ha generado una serie de mitos que si bien [...]
[...] Media, mucha gente se ha creado falsas expectativas y creencias. Por eso Jason Baer nos cuenta 6 peligrosas falacias del Social Media (vía ALT1040) que hay que tener en [...]
[...] new media blogger, Jason Baer, recently posted on the myths of social media, and the common misconception that social media is cheap was his first point of six. (Baer’s [...]
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RT @asgoodandbetter The 6 Dangerous Fallacies of Social Media: [link to post]. Great list. I’d add 1: SM replaces traditional media.
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@SJAbbott Thanks for the RT. Mighty fine article by @jaybaer that distills it down really well.
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Really great list (and one scary image): The 6 Dangerous Fallacies of Social Media: [link to post]
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[...] concluded the presentation with my “6 Dangerous Fallacies of Social Media” which remains the most popular blog post I’ve [...]
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I keep referring to this great article so time for me to tweet it: The 6 Dangerous Fallacies of Social Media — [link to post] @jaybaer
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The 6 Dangerous Fallacies of Social Media | Social Media Marketing | Social Media Consulting – Convince… [link to post]
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@agrobet The 6 Dangerous Fallacies of Social Media | Social Media Marketing | Social Media Consulting – Convince… [link to post]
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RT @agrobet The 6 Dangerous Fallacies of Social Media [link to post]
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RT @SenderOK: RT @agrobet The 6 Dangerous Fallacies of Social Media [link to post]
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RT @agrobet The 6 Dangerous Fallacies of Social Media [link to post] (via feedly)
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Great insight into the attitude of businesses to social media [link to post]
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RT @osterads The 6 Dangerous Fallacies of Social Media | Convince… [link to post]
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[...] about social media everday (I’m one of them). Jason Baer of Convince and Connect has a blog post that talks about the six dangerous fallacies of social media and point 6 is ’social media is [...]
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RT @michaelgass: The 6 Dangerous Fallacies of Social Media via @jaybaer [link to post] #smcswfl
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The 6 Dangerous Fallacies of Social Media (by @jaybaer) [link to post]
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The 6 Dangerous Fallacies of Social Media via @jaybaer [link to post]
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RT @SashaHalima @db The 6 Dangerous Fallacies of Social Media (by @jaybaer) [link to post]
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This article is spot on — The 6 Dangerous Fallacies of Social Media [link to post]
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[...] at Convince and Convert, they’ve got a great post about the six dangerous fallacies of social media. They [...]
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Jay Baer: The 6 Dangerous Fallacies of Social Media | [link to post]
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RT @jaybaer The 6 Dangerous Fallacies of Social Media | Social Media Marketing | Social Media Consulting – Convince &… [link to post]
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[...] The 6 Dangerous Fallacies of Social Media – Jay Baer – Oct ‘09 [...]
[...] The 6 Dangerous Fallacies of Social Media – Jay Baer – Oct ‘09 [...]
[...] The 6 Dangerous Fallacies of Social Media – Jay Baer – Oct ‘09 [...]
[...] The 6 Dangerous Fallacies of Social Media – Jay Baer – Oct ‘09 [...]
[...] media is not about Facebook or MySpace or Flickr or Twitter or blogs or [...]