Three reasons why advertising and social media don’t mix

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In an attempt to deliver more tangible returns from their social media investments, brands are falling back on tried and tested methods of ‘pushing the needle’, most often using the familiar tools of advertising.

This partly stems from the misuse of ‘proxy’ measures in determining social ROI, such as followers, likes, shares and fans.  None of these deliver value and are easily abused – with many marketers seeing them as just another contact list.

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