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Crayon’s Joseph Jaffe recently made the case that social media shouldn’t be the preserve of digital agencies or PR shops. In doing so, he ignited a firestorm of comments across both the paid and earned camps.
The benefits of social media clearly touch every aspect of a company’s brand offering: engagement, reputation, demand and service. So, this firestorm debate may have more to do with the dysfunctions of organizational structure than the medium itself.
As social media self-organizes around psychographics-shared affinities, it is the preserve of anyone (client, agency or even rogue operative) who can answer “yes” to following:
• Do you have a compelling story to share that can open and sustain a conversation?
• Can it be communicated genuinely?
• Do you understand the true sensibility of the community with which you are trying to speak?
• Are you able to simply share and not “pitch”?
I recently visited an iconic design company that took...
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