Growing an online social community is not the same as growing the most effective social media communities to strengthen a brand and increase sales. Attracting people who offer your brand something of value requires a deep understanding of effective social media strategies.
By Joshua Ferdinand

Social media is a technology that can deliver huge competitive advantages or huge brand damage. Between the two extremes are mediocre results that include not growing a vibrant social media community or results that companies constantly have to "chase" because they are unintended consequences of marketing mistakes.

Ultimately, the goal of every business utilizin....