With the advent of social media marketing, I caution clients to beware of the social media “experts” that are flooding boardrooms across the country. No doubt that these folks understand how certain social media applications work and how quickly they can whip together a Facebook program or set up a Twitter account.  But what is often missing is a true understanding of marketing, and how social media should be integrated into an overall branding effort. Said differently, social media is to marketing as tactics are to strategy. Social media is not a replacement for sound marketing, which is still about brand positioning and the brand message. It’s one more tool in a marketer’s tool kit. Continue Reading »