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Many companies have been adopting an approach to social media based on an assumption that it is ‘free’. They have set up accounts and hoped it will work. It won’t. Hope is not a strategy, and social media takes time to get right – so it can’t be free. So let’s walk through the basic steps.
Poor Myspace. It's been on its last air-guitar-riffing, crowd-surf-groping, drug-fuelled stagger for several years now. Indeed, the only thing that has kept its face from plunging into the vomit-filled toilet bowl of obscurity has been the way musicians have used the platform to self-promote... until now.