Proponents of social media marketing point to several true differentiators for this communications channel, but arguably none is more important than its ability to disseminate your messages and grow your audience by getting people to share your content.
To many, branding is nothing more than a really cool logo, and perhaps a neat tagline to boot. In reality, branding is more about building a unique, differentiated experience and a series of expectations with one’s customers than anything else.
One of the more problematic trends I’ve noticed in the past few years has been the movement by more and more marketers to use strictly quantitative measures to evaluate and rationalize the success of a given marketing campaign.