Why Social Media Should Leave Your Marketing Department
Before becoming a pre-eminent customer experience thought leader and expert, Augie Ray was a leader in social media marketing and customer experience insights for brands, such as American Express and Prudential. Frustrated by what he thought was Marketing's persistent belief in social media as an effective marketing tool whereas evidence indicated the opposite, in a 2014 blog post he invoked Upton Sinclair for help in understanding why: "It is difficult to get a man to understand something when his salary depends upon his not understanding it."
Marketers have biases. Strong ones. Sinclair's aphorism and Augie's recognition about social media marketing are still true today. In 2021, things need to change.
For various reasons, my marketing firm rarely offers social media services anymore. Th...