Social-marketing success is defined by whom -- and what -- you choose to ignore, writes Niall Harbison. Every week there's a new technological toy, but it's impossible to stage a successful social campaign on a constantly changing raft of platforms. "You need to learn to take a step back and look at the bigger picture," Harbison writes. "Saying no to the latest fad will dramatically increase the value of the social media profiles that you already have."

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