Social media and the rise of self-serve content requires us to actually attempt to fulfill the decades-old promise of one-to-one marketing—winning hearts and minds a few at a time. And that takes time.
Social media and content marketing aren’t cheap, they’re just expensive in a different way. Even with the latest and greatest social media management software, automation, workflow, application programming interfaces (APIs), and the entire chorus line of digital shiny objects, your company needs actual human beings at the controls. And that’s where the problem starts.
The social media people problem
Executives do not fully understand the labor that content marketing and social media require. They overestimate the role of the wand and underestimate the role of the wizard.