Having just released my first book, “Perspectives on Social Media Marketing,” with co-author Stephanie Agresta, thoughts on how to get started in this space and increase influence quickly are even more top of mind than usual. Regardless of size, I understand the importance of ROI, but think that the model of how we utilize digital media can be reconsidered.

If you or your clients are new to social media programs, I recommend initiating small-scale pilots where your results will be more easily measured and there is the opportunity to scale or re-shape the activation as the programs grow.

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