Many social media practitioners focus on brand impressions, reach, and frequency in their reports, and this data-driven analysis is shared with others in their company. While all those metrics are important, the most important thing that a social media practitioner can do today is to inform the company about people. So many people in leadership positions for companies can end up removed from people who have the biggest day-to-day impact on the business—and that presents challenges. It can be harder to build meaningful relationships and understand what key audiences really care about. But social media practitioners are uniquely positioned within companies to know that well, if they’re taking advantage of opportunities ...
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