Let’s rethink community management

…or is it actually native advertising? This Guardian article about improving community building highlights several aspects, which stem from the many content strategies for digital natives. This makes native advertising more of a methodology, which can be then applied to such social media aspects as community building. Ultimately, it boils down to what lies at the heart of all marketing: understanding the customer.

Another interesting issue, which is addressed in the article, is the writer’s opinion that social media reports are useless. Certainly, weekly or even monthly reports are time-consuming but they are, I think, not entirely without value. In my experience the challenge with reports is to figure out which data is relevant and then to interpret it in a useful manner.

What do you think? Are social medial reports a shot in the dark or are they important to your marketing strategy?

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