Social Networking

Companies are in a mad rush to enter the social networking space with 'tweets', 'widgets', 'apps' and 'fan pages'. However, social networking is not a marketing tactic; nor is it a surrogate for the brand'...s social experience. It is not a line item on a marketing plan, a specific channel, or a form of content. Rather, it is an outcome. And, no single channel has a lock on the 'social' nature of content. Most any medium can serve as the 'originating' medium in a journey that can take a great piece of content across channels and into vast networks of hearts and minds.