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Whenever I go online I see constant chatter about Twitter, and email blasts, or syndication tools that allow us marketers to post one comment across different media channels.

It all seems lazy to me. In typical marketing fashion we take new tools and concentrate on the efficiency of the tool rather than being more effective. Really, using a tool such as a hootsuite, while convenient, is not very relevant to all channels. Your comment or post can’t be. Is the audience in FaceBook just like that of LinkedIn or YouTube? Clearly, there is overlap but the contextual relevance of any post in either media needs to be different.

It appears to me that while we continue to talk about engagement and having the ability to provide 1 to 1 discussions, all we’re doing is blasting content into the ether.

Time to stop focusing on efficiency soley and work on effectiveness.

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