This is where things often go wildly , wildly wrong because social marketers mistakenly equate the strength of their community with the size of their following . They establish fans on Facebook , Twitter and other social networks as key performance indicators and then blast them with brand messages .
The truth is that the strength of your community has much less to do with how consumers are connected to you than how they are connected to each other . That ’ s how great social brands , like Apple , Harley and eBay built devoted followings long before anyone even heard of social media .
The bottom line is that we are now in a post-promotional age where brand messages are only half the battle . To build a great brand today you need to build great brand experiences and the best way to do that is to build a community around shared values with content that holds attention .
Greg Satell
Intelligent Social Media Marketing www . kacharagadla . in