Susan Murphy wrote a post a couple of months ago called Choose Your Own Adventure. The post played off the children’s book series to discuss how social media really provides people the opportunity to opt-in or out of any particular group or conversation. But really social offers a larger Choose Your Own Adventure principle, which is break rules when you see fit and reap the benefits or the consequences.
Social media winners, at least during the pioneer stage, represent a group of entrepreneurial spirits who went out and broke away from established business norms to create their own voices. People like Arianna Huffington and Jack Dorsey.
D.J. Waldow and Jason Falls talk about breaking marketing best practice rules in their book The Rebel’s Guide to Email Marketing.
We live in a time when pundits dictate the way it should be, where best practices dominate conversations. From a business standpoint, the only rudder should be customers and a brand’s larger community.
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