Don’t get stuck in social media quicksand by saying too much


Companies using social media should not communicate when they have nothing to say.

Because social media makes it possible to send limitless information to thousands of people at very little cost, companies and individuals are communicating when they have nothing to say. On the flip side, when they do have something important to say, it is easy to say more than is needed. In both cases, they miss the brief but powerful openings that social media offer to capture a receptive audience at just the right time.

People responsible for executing corporate social media campaigns must have the discipline and strength of purpose to establish business objectives, engineer communications to deliver results, and resist pressure from others in the organization to bombard your easily distracted audience with frivolous Twitters, e-mails, blog posts, etc.

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