Why Read This
Social media marketing was never easy, and it will get no easier in 2011. Consumers' increasing concerns over noise and privacy will decrease the relatively open access marketers have enjoyed in social channels. The easiest tactics will be the least effective, forcing marketers to bring the same kind of creativity, audience differentiation, and strategy that they bring in other channels. The news isn't all bad — marketers will find that they can successfully use paid and earned media to cut through the noise, and social media will increasingly be recognized as core to marketing strategy in 2011.