PETA came under fire this week after mass-tweeting an animal-rights video to 150 "mommy bloggers." Their error, writes Steve Hall, was to use a broadcast model tailored to a broad target audience, rather than trying to engage people as individuals. "Marketing isn't a conversation and a conversation isn't marketing," Hall writes. "Broadcast tactics, still an entirely viable strategy in the right media, don't work well in social media," he adds.

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