CHAPTER 2Stand Out by Paying Attention
Chris Brogan, social media strategist and bestselling author of Trust Agents, gave me some great advice a few years back. We were delivering a daylong social media workshop for Titleist and someone in the audience asked Chris what he believed to be the most important concept in social media. Chris paused a moment and responded, “It’s not really about what you say, it’s about what you hear and if you are paying attention.”
This is the fundamental difference between traditional marketing efforts and social marketing. Traditionally, companies develop a message, broadcast it out to the world, and then listen to customer responses, communicated largely through sales. Now, to effectively market and sell through ...
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