Artisanal Social Media Marketing | Adweek: "I hate to say this, but our reliance on publishing tools [can be a hindrance]. For the most part, you always see better performance using native publishing platforms out of the gates," said Chris Tuff, svp, director of earned and emerging media at 22squared.
Why is manual better? Well, it forces marketers to confront how others are using the program. That prevents a brand from completely hijacking a platform to communicate some on-brand message sanitized to the point of emptiness. "Brands need to be acting more and more like people," Tuff said. "What better way to do that than to force them to use the same mobile experience [as regular users]."
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