Many businesses make the mistake of using social media to unilaterally send out sales messages to customers rather than treating it like a conversation where they first listen to customers, says social media marketing author Dave Kerpen. "If you try to use social media to drive sales off the bat, it's akin to somebody at a cocktail party opening their jacket and saying, 'Hey, want to buy some watches?' It’s laughable," he said.
Brands must learn to treat social media as a conversation
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