Why many companies ‘suck’ at social media

Is your company lousy at social media? Lee Odden, CEO of online marketer TopRank, has a few ideas why some organizations “suck at social media.” “Companies that are trying to understand how the social Web can work for them are looking for specific formulas like we’ve been able to do with e-mail, direct mail, advertising, and even search marketing,” he wrote. “The idea that a particular promotion worked for one company, therefore it should work for us too, doesn&#8…