Social Media Isn't Free, Easy or Magic.
If one of the self-anointed experts contacts you, pitching magical thinking, ask:
1. What results can I expect if I work with you? (Note: Twitter followers aren't necessarily customers.)
2. What kind of time will I have to invest? (Social media, properly done, is all about personal relationships. You with your customers...and a good relationship takes time.)
3. How do I integrate social media tools with my current operations? (Your salespeople need to know what you're saying on Facebook. Your customer service process and policies should be consistent across the board, from phone to Twitter.)
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