I’ve had quite a few discussions over the past week about the effectiveness of social media in marketing.  My basic position is this: never make social media your main marketing investment. There are far too many companies pouring millions of dollars into social media today. While Facebook and Twitter can help you create a small core of passionate early adopters, it’s often impossible for companies to transition from this group to mainstream customers.  Countless companies have mastered the language, platforms, channels and techniques to satisfy their early adopters but have stumbled in the transition to mainstream customers, who require an entirely different, less technical, far more emotional focus and approach. These companies never move beyond their core early adopters. As social media specializes in creating these cores, it can, ironically enough,  severely limit your market and opportunities.

These pieces are called “Minutes” because they will always be short enough to read in about 60 seconds.

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