Social media can be one of the most powerful marketing tools we have in small business.
So why are we handing the keys to the Ferrari over to the learner driver in reception or finance to steer?
The practice of getting just anyone to handle social media has reached such epidemic proportions that it has become subject to systematic ridicule.
Urban Dictionary, for example, describes a social media guru as: "generally some no-talent d***bag who slummed their way into social m
We have all heard the term 'public relations stunt'.
It is a common - and less successful - form of marketing that is employed way too often.
Consumers don't seek gimmicks, they rankle at the thought of being tricked and will react sternly to any form of deception they experience in a world already littered with click bait and false news.
Still, many businesses will seek to embrace novelty and shock tactics to get eyes on them. Here's the thing, it doesn't work.