Social Media is a Vehicle, not a Destination

Where are you going with your social media efforts? If you can’t answer this question with confidence, then this article is for you.

These days, most brands and businesses realize the importance of having a social presence: we know that we should “be on” Facebook, Twitter, and LinkedIn, but we’re not quite sure where these efforts are going. All too often, we treat social media as a destination— an end in itself— rather than a vehicle—a medium that will carry us towards larger business goals.
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