A few days ago I was on a conference call where a participant said “Social media has made it harder to reach people.” My left eyebrow immediately shot to the ceiling. I got the point – that people are connected 24-7 now, and it’s hard to attract attention – but it still seemed like an incomplete statement. It is actually much easier to reach people using social media, but it’s hard to know who, when, where, and why they respond.

I thought about the reasons that social tools have made it ‘harder’, and how they translate directly into problems that we, as marketers, can solve.

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