Success with “social” marketing is becoming less about creating desire, positive sentiment or aspiration among customers. It’s more about demand creation.

Whether B2B or B2C, customers are buying based on what they need. Awareness, recall, positive sentiment, “engagement” and buzz aren’t enough to overcome this mercenary reality. And masses of Facebook fans or Twitter followers aren’t enough either. Buzzing or creating awareness we think generate incremental sales is worthless. More>>