The No. 1 thing is that social media is social, and it’s about engagement and brand loyalty. We’re never going to get to a place where you can put 100 dollars into that machine and get 150 out, because social is dealing with human beings with an interest, and you’re never going to control that. You can do your best and you can do things that are tried and true, but at the end of the day, it’s kind of like gambling.”
I particularly found this article to be a very interesting insight from a manager who has been in the early days of social media marketing and has since seen it develop.
It used to be laughed at as a serious job, but now has a main focus and as the industry has developed, the skills necessary to keep up with it, but mainly keeping a high standard and quality, have grown with the marketers themselves. The industry has taken shape and is only going to continue to grow, and become a main component of a company.
The article is a primary resource into the industry and poses some interesting points. The bulk of which are criticisms of companies not understanding what it takes to upkeep the social side of things, and that social media marketing is tickling with people's interests, so it's a delicate thing which can go wrong quite easily, damaging the brand of a company.
Source:
Link to the article http://digiday.com/brands/really-like-social-media-manager/
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