Machine Gunners and Gardeners

Image by the U.S. Navy A movement exists to quantify everyone’s social media strength across diverse social networks and blogs. This widespread strength is a sign of true influence, argue social media gurus. Perhaps from a mass consumer market or a top influencer’s perspective, a “machine gun” approach towards influence makes sense. For most, addressing only widespread influence puts an organization into a position of weakness. A vast majority of companies and nonprofits must cultivate specific vertical markets, and specialized media and communities, just like a gardener tending his/her specific plot of land. Rare is the brand that has the luxury of shooting across all markets with blanket approaches aiming for only the most “influential” voices. This is in essence […]

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