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To Tweet or Not to Tweet: What Business Can Learn from Social Movements
內容大綱
Social media has created widespread confusion in many organizations. Some all but beg people to 'like' them on Facebook, while others badger consumers to follow them on Twitter. The fact is, hundreds of millions of dollars are spent each year on social media marketing strategies, and most of it achieves very little in the way of creating a sustained following. Successful social movements, by contrast, have long managed to capture and sustain followers over long periods of time-for a tiny fraction of what private companies spend on marketing. The authors describe five lessons business can we learn from social movements and their organizers.