The most common problem I’ve come across in social media is what I’ll call ‘fragmentation’. It’s the attempt by marketers to use as many platforms as possible in an effort to reach a potential audience.
What generally occurs is a fragmentation of attention and resources away from what suits the company best – and whatever ‘strategy’ was in place consequently falls flat because it lacks focus.
This post is a five step guide to approaching a multi-platform social media strategy. Hopefully you'll be even more resistant to tech press hype and clearer on how to integrate your social media platforms by the end of it....
[This is a must-read post and five strategies to stop social media fragmentation by James Carson ~ Jeff]