“My theory: The model espoused by most of Social Media Experts can be summed up as build relationships: listen, respond, converse. The problem is that doing this is time-consuming and resource intensive. That was fine with SMM was young. Now, the strategy needs to change. As the demographics of social networks change and the types of businesses trying to market through them broadens, this relationship model fails.”

Read this article from Neicole Crepeau.