Using Social Media as a replacement for advertising and publicity is a revolution away from the theatre of presentation (glossy advertising) to toward the conversations in the market place. The pinnacle of mass engagement is the irresistible viral. Viral marketing works when it is incidental. It is the opposite of the effort of “high value” glossy advertising.
More and more, digital agencies and businesses are focusing on the great success of engagement achieved in Social Media Marketing. But what are the principles of marketing using social media?