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Social Media does poor advertising

A phrase in an article I was reading  at Media Post caught me.

“While social media has definitely changed marketing, it has flopped as advertising. “

The difference is crucial and is explained at

Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

Trying to announce something to nameless people just doesn't work with social media. In social media, we gather our people, respect and communicate with them, and then talk to them.

So if you have something to sell and want to use social media to do it, you have to remember that you market with social media instead of advertise.