I’ve had a few conversations with marketers recently when I’ve been told that there is still a need for ’social media 101′ information in the market place. It seems that there is still a gap in understanding exactly where social media fits into the big picture of the digital media plan and the marketing strategy as a whole. And also, that actual execution – and predominantly resourcing and accountability – is a big challenge too. I can understand this because when you start working on social media from a business point of view it immediately takes a lot more time than you had anticipated and suddenly it seems a whole lot more complicated.

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