I think one of the other issues is the word ‘campaign.’ I HATE seeing/hearing this word when people are talking about social media. All these things are just tools to help you do something easier/better. Are you going to start treating using the phone as a campaign? Is using e-mail a campaign?

If you’re (and obviously I don’t mean you, specifically; I mean you generally) treating these as ‘campaigns’ that makes me really question your long-term commitment. A ‘campaign’ implies a short-lived project with an endpoint. Unless your business is just a ‘campaign,’ I can’t see why you’d treat the relationships and knowledge and experience you gain with social media as such.

When people throw around the word campaign, it makes me feel they are not in this for the long run and they don’t treat this as a fundamental shift in the way people do business and communicate, which it is.
.-= Rob Ungar´s last blog ..Quoted in Article on @anywhere =-.