One of the greatest pitfalls that businesses fall into when it comes to social media is that they use social media as a broadcast channel. There is still a mindset that carried over from television broadcasting, that is of a platform where the audience’s only role is to listen. This however does not work in the case of social media.

In social media, the power is in the hands of the consumer. The consumer can leverage how much your content is viewed through the way they interact with it. If the company is using social media solely to broadcast rather than to connect, they are making a grave mistake. Social media is a chance to connect.

How then do we connect?

Well, we can start through community management.

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