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10 Things Social Media Can't Do

Seems like every once in a while someone fields a pro social media piece; and right on its heels an anti message. Today’s installment in the culture wars comes courtesy of digiday with the ominous title, Ten Things Social Media Cannot Do and includes such blockbusters as

• (Social Media is not ) a substitute for marketing strategy
• (Social Media cannot) succeed without management buy-in
• (Social Media is not) a short-term project most of the time
  
• (Social Media will not) produce quick ROI most of the time
• (Social Media cannot) be done in-house by most companies
• (Social Media cannot) provide a quick fix to an image problem
  
• (Social Media cannot) be done without a realistic budget
• (Social Media cannot) guarantee sales or influence
• (Social Media is not) just a project for “kids” who “get it”
• (Social Media cannot and should not) replace PR altogether

So what’s wrong with this list? Nothing. I happen to think that it’s pretty realistic. But in these tough economic times, many a company (both start-up and established) is looking to social media as the proverbial Silver Bullet. Boy are they going to be disappointed.

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