Why Social Media Purists Won’t Last

SOCIAL MEDIA EXPLORER — I’ve always considered myself a bit of a purist when it comes to social media. I believe strongly that it’s more important to engage in conversations and build relationships with people, both as an individual and as a company or brand, than it is to come at them selling product. If you build relationships, the products will sell. Sure, it’s a longer build, but with it comes longer benefit. But I am also a social media consultant who counsels businesses on how to use social media successfully. Each time I discuss the business goals or reasons why a client wants to use social media, the answers come down to one thing: selling more stuff. It’s a harsh business reality...