So how do you produce the perfect film or write the perfect book – or compose the perfect tweet on Twitter – in a way that will maximise the chances of catching on? Duncan Watts, a mathematical sociologist at Columbia University and Yahoo! Research, has answers – and I’m afraid they’re not too encouraging. “I’ve been using social media to promote my book,” he says, “and it’s just a waste of time – it has almost no impact at all.”
Boldfaced emphasis added by me.
Let me finally stab it: There is no such thing as “social marketing.”
You’re either being social or being a marketer. Period.
And as for Duncan Watts, he needs to go read: The Rankest Of Rank Writer Amateurism