For the last half decade, we’ve had it beaten over our heads that "it’s all about the conversation." That all a company has to do is "be social," to throw up a Twitter and Facebook account, and they have passed the marketing test.Of course, this is utter crap, says consultant Mack Collier. "If your product sucks today, it will still suck tomorrow if you start using social media," he says. "The only difference is that more people will know about it."
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