Let’s Face it: Most Social Media Marketing Is a Waste of Time

Mashable OP-ED

The social media marketing backlash has begun. Blame the unlikely team of The Onion and IBM. The former dropped a pitch-perfect takedown of socmedia “experts” right before Thanksgiving. Then Big Blue released data that showed Facebook had almost zero effect on Black Friday sales, and Twitter actually had zero.

The one-two punch confirmed my deep suspicion that a lot of the buzzword-laden blather around social media marketing the past few years was itself a form of marketing for self-conferred experts looking to make a

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