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The Keys to Social Marketing: Seeding, Feeding, Weeding

By Sean Silverthorne

July 8th, 2009 @ 9:46 am

What’s required to launch a successful business campaign using social media? Many companies entering this space drastically underestimate one key ingredient: Gardeners.

That’s right, gardeners. These are the people, often in the background, who plant, grow and maintain social media sites. They may be programmers, conversation starters, content editors, graphic artists or community standards enforcers. The most feature rich, Ajax drenched supersite won’t attract users unless there is a compelling reason to come and engage. Automation takes you only so far. It’s the flesh-and-blood gardeners who create those conditions.

Read full article at blogs.bnet.com