Great article by Greg Satell on Forbes:
Create A Community (Not An Audience)
… without compelling content that informs, excites and inspires, social marketing doesn’t have a chance. It simply will not be effective. However, the mark of a great social marketing program is that it builds more than an audience—it builds a community.This is where things often go wildly, wildly wrong because social marketers mistakenly equate the strength of their community with the size of their following. They establish fans on Facebook, Twitter and other social networks as a key performance indicator and then blast them with brand messages.
This is where things often go wildly, wildly wrong because social marketers mistakenly equate the strength of their community with the size of their following. They establish fans on Facebook, Twitter and other social networks as a key performance indicator and then blast them with brand messages. …
The bottom line is that we are now in a post-promotional age where brand messages are only half the battle. To build a great brand today you need to build great brand experiences and the best way to do that is to build a community around shared values with content that holds attention.
via How To Build An Effective Social Marketing Strategy – Forbes.