A few short years ago, many a business relied upon the Yellow Pages as their only marketing activity. In fact, they needed to think about marketing just once a year when the Yellow Pages sales guy showed up. They would spend a couple of hours revising and updating their add and then forget about it until next year. Life was Good.
Today I see far too many people taking that same set-and-forget attitude about their marketing, particularly social media. I call it the Yellow Pages Mindset.
The first word in 'social media' is 'social', which means conversation with your friends, colleagues, fans, and clients. If you are using social media to just blast out a constant stream of marketing messages then it is almost certain that no one is listening to you.
Think about it this way: it's a social contract. Your audience is giving you some of its precious seconds of their bandwidth. If you don't give them something THEY perceive as commensurate in value they'll stop listening.
