Giving 2.0_12/17/08_Quote

“Traditional tactics designed to drive brand awareness through reach, frequency and share of voice are simply not working. Social marketing, on the other hand, is where marketers have an unprecedented opportunity to shape consideration and preference for their products and brands. However, marketers must have a measurable program in place to effectively capitalize on these new connections. Brands must continually manage their social marketing programs against business results and expand their initiatives based on the strength of their customer engagement. Marketers who take a purely tactical approach to social marketing are leaving connections — and sales — on the table.”