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"Excuse me, Colonel; we got quite a mare's nest out here. You might want to come out and see." - Davy Crockett, "The Alamo," Touchstone Pictures (2004)
Social networks and social marketing get a lot of attention, especially when someone "liberates" a ton of names and passwords as they did recently with LinkedIn. You know the site with all the marketing, communications resumes on it.
Security breaches are so common today they have to be really huge - okay, as big as Texas - to make people think twice about the occurrence.
It's so boringly common that when it was "uncovered" that 6.5 million LinkedIn members and their passwords had been posted to the world, one user said that now at least someone knows what his password is.
But the security concern isn't going to keep marketing folks away because they see a rich new opportunity for them to reach new customers, build their brand, improve customer loyalty, carry out direct marketing, establish e-commerce activities and generate leads.
Use 'Em All - Marketing is bent on leveraging every social media and online communications tool possible to reach customers and prospects. Their stated goal is to do everything they can to deliver a personalized customer experience, which also includes listening. Source - Alterian
Marketing professionals and newly born social media experts have been aggressively working to use social networks and tools to move the needle and influence their brand reputation, brand awareness.