There is a lot of wasted effort in social media, says Erich Joachimsthaler, managing director at Vivaldi Partners, an international brand consultancy. People forget that these programs have to pay into something, a shared value or a social context where the product actually gets used. What's valuable isn't mere buzz but what Joachimsthaler calls "social currency." Here are the new rules for the game. 1. Advocates trump followers. 2. Context matters. 3. Not every brand should be social. 4. Social tools are a means, not and and end. 5. Gimmicks marginalize trust.
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