How Social Media Consultants Dupe Their Corporate Clients

Social Media works for some companies naturally, and others have figured out how to make it work. But for many companies, using social media is a me-too corporate effort that yields little effect.

The first step for most small- and mid-sized companies is figuring out if there is anyone in-house with the expertise to handle social media, as those people have a better understanding than any consultant of how the business works.

Once the decision to hire an outside consultant is made, however, it's important to not only ask what they have done for other clients but how what they do will be tailored to your company's needs. Social media is advancing at a rapid clip. Social media experts need to keep up with the latest trends: sophisticated analytics, rapidly changing ways in which ads are targeted and displayed, and evolving thinking on ways to craft messages for maximum reach mean. A good consultant starts by assessing whether - or not - social media is right for the client

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