I won’t tell you exactly what Social Media is, because it is a unique experience for each user. I can tell you what it isn’t. Social Media is not an advertising campaign. If you think you can spam Twitter and bill a clueless client, you need to have your keyboard taken away. As a consumer, that kind of behavior has the opposite effect of what you are intending it to have. If you think you can get the same results with a Facebook fan page that you would get from a professional ad agency, you are going to learn very quickly that you get what you pay for. Social Media might be a key part of your advertising campaign, but please don’t let someone masquerading as an advertising professional convince you otherwise. Now, if you want Social Media to be your public relations focus, that’s a horse of a different color.

second verse: non-profits