Search engine marketing is great for positioning your business in front of customers looking for your products or services, who don't necessarily know your business name. Social media marketing is great for getting trustworthy, personal word-of-mouth recommendations for your business. For quite a while now, it's seemed like these two great marketing tastes are moving towards a collision.
In my experience, a rich and productive social media program has many moving parts and many goals. Some of those moving parts, and some of those goals, are best outsourced and others are best kept in house.
Business owners and managers at all levels, from SMBs to global brands, often ask me why they should invest in a social media marketing effort. It’s a fair question: many of the tools of social media were built for personal, not business, use. The truth is, there are several use cases where social media isn’t a good solution for the marketing problem at hand.