Companies launching online initiatives need to keep in mind scale, silos and structure if they want to succeed in an already flooded market.

This post was originally posted on Michael Brito’s blog Britopian.

Too many think that social media is all about friends, fans and followers.  There is certainly some validity to this thinking because our minds have been trained to focus on outcomes. If done right, the output of smart social media initiatives like general community engagement, advocacy/influencer management, a Facebook sponsored story or a Promoted Tweet will be an increase in community growth. Yes, that’s a good thing, but there is so much more to it.

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