So often, companies (large and small) strive to get the elusive Facebook “Like”. Frequently, companies put so much effort into social media engagement, they forget that there are other, more effective methods of marketing. And while the Facebook Like is powerful, it’s not a marketing silver bullet.
A decade ago, marketing managers were having the same conversation about collecting email addresses. At that time, email seemed like an ideal marketing method – direct contact with consumers. However, email filters, spam blockers, and mailbox segmentation (important, promotional, social) means that email marketing has to be just one part of a coordinated marketing plan.