Chapter 8. Do You Understand How Social Media is Changing the Business Landscape?

Everyone is talking about how social media can help you jumpstart your business at no cost, and experts are springing up on all sides to help you do this at a high cost. Yet a good percentage of small businesses still don't use social media at all. So who do you believe about how social media has changed the landscape, and what are the keys to success for any startup?

The reality is that most technical startups, and many other businesses, who claim to use social media, still don't have a clue of how to use it productively for their business. They randomly churn for hours a day on a couple of their favorite social media platforms, with little thought given to goals, objectives, or metrics, and ultimately give up and fall back to traditional communication and marketing approaches.

There are many "experts" out there telling you how to do it right, and offering their services for a fee. But very few are talking about...