5 reasons your social media efforts will fail

Here’s one of the reasons, from Edelman’s Michael Brito: “All you do is listen.” And why is this bad? “Listening for the sake of listening is worse than not listening at all,” Brito wrote. “Smart marketers are now using this feedback to know when and where to engage with consumers on the Web. However, listening by itself is only half of the equation. Marketers must not only listen, converse and engage — they must act.”

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