Like many buzzwords in the marketing arena, social marketing has been both over and under estimated. It has been hyped up beyond all belief as well as being sidelined as not a worth while investment of time and money.

I could spend this article praising social marketing or I could spent it demonizing social marketing. However, if you did a quick Google search I am sure you can find thousands of articles doing either written by authors who are far more passionate about either side than I am.

No for this column of The Art of War, I will discuss the number one enemy when it comes to failed social marketing campaigns.

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