Social Media: Marketing Myths and Universal Truths

Myth: It’s hard to ensure brand consistency across social-media sites.
Truth: Social-media marketing, like any other marketing campaign, doesn’t afford the opportunity to control every message focused on a particular brand. However, safeguards can be implemented to help with brand consistency. These safeguards include careful selection of the social-media site to ensure that the community’s focus and tone is aligned with the brand; a thorough review of the community’s moderation policies; and, perhaps most importantly, active engagement with customers in the community.