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Although most people realize the value of social media marketing (in addition to paid social media performance advertising), few understand the subtleties of understanding how to measure its effectiveness. The secret is to measure engagement.

The relationship era

I was recently at a dinner with Doug Levy, the author of Can’t Buy Me Like, and Doug eloquently made the point that marketing has made a fundamental shift from persuading people to buy to creating trust in your product, and that is what persuades people to buy from you. The most successful marketers are ones who have the greatest expertise in gaining authentic relationships. Among those who have worked with and endorse Doug’s ideas are the CEOs of Whole Foods, Panera Bread and Patagonia, real companies that are highly profitable. Continue Reading…