Why your current social media strategy is wrong

Piers Cooper is CEO of Addvocate, a startup that created a platform to let brands harness the trust and breadth of the people who know their companies best. Some of the biggest brands in the world are spending big bucks in the hope of turning paid likes and followers into measurable ROI. Guess what: They’ve been doing it all wrong. They jumped into the deep end of the social pool as brands, not as the people behind the brands. They poured huge sums of marketing budgets down the drain into a tumbleweed zone of branded social channels. What’s ironic is...

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