Social marketing can be wasteful. Depending on how often someone checks their Facebook News Feed or Twitter stream, they might rarely see a brand’s message unless it was paid to be put front and center. Facebook analytics firm PageLever (recently acquired by social marketing company Unified) said last fall that most Facebook page posts fade off into the ether three to five hours after getting published.
But the promise of social isn’t one-to-many broadcast-style publishing; it’s creating a ripple effect.
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