The social media director who helped build marketing arms for brands including TurboTax, Applebee’s, and H&R Block explains why he’s moving on.
Social networks and social media are changing rapidly, and it’s no longer about the network. It’s about convergence.
My wacky, brilliant, and ruggedly handsome colleague Aaron Perlut calls this “triangulation”—the use of PR, search, and social to move the needle.
Many also talk about this as the paid, owned, and earned approach. I dub it convergence.
The time when all of these practices come together and require us, as communicators, to know, use, and maximize our use of all of them....