I’m seeing companies spend lots of money trying to get customers to talk about their brands and products in social media.
For many of these companies, it’s a big waste of money.
Let’s be rational about this. What customer wants to tweet to his or her friends about toothpaste or B2B procurement services? (Please repeat after me: “None of them.”)
So what do we do when our customers just aren’t that into us? We come to grips with the fact that social....