In one of my previous blog entries I used the metaphor of some of these tweets and promotions being nothing more than the same sort of thing as plastering a way-bill on a telephone bill or a bus shelter and hoping that this is all that needs to be done in order to attract customers and business.
It seems to me though that a truly effective social media presence and campaign is one where ears are engaged and the pulse of the customers, their needs, their wants and current trends are religiously monitored and changes in the heartbeat need to be reflected in the social media campaign. To be quite honest, I think that Social Media Listening is far more important than just pushing out stale content. I'd expect that for the vast majority of people that this is a basic tenet of good marketing, but I'm not a marketing guy, so this is all new to me!
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