I was fortunate to be published again in Marketing Profs again. I co-authored this one with the brilliant Nicole Gravagna, a behavior design pro and neuroscientist. Frankly, I used it as an excuse to reconnect with her because I find her mind incredibly stimulating.
It excerpts some concepts from my book, Leading in a Social World., focusing on how marketers are in literally a different head space when engaging in social media. This creates strong biases in understanding how social constructs actually generate value. It also builds strong biases when evaluating the data related to social media marketing's effectiveness. I dive into this data in my book, and I’ve also excerpted it in this blog post). TL;DR: It isn't effective. It sometimes can even damaged brand value.
Thanks to Marketing Profs, and to you for checking it out! Reach out if you want to discuss it, or have a bone to pick.