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“…Your scientists were so preoccupied with whether or not they could that they didn’t stop to think if they should.” Truer words have never better articulated the cacophony of marketing mayhem that has been exasperated by the advent of social media sites for businesses.

OK, that’s a mouth full of geek-speak laden jargon. Get to the point; what do you mean?

Every now and then, who doesn’t love a good Sci-Fi movie? In the iconic early 90s dinosaur blockbuster, Jurassic Park, Dr. Ian Malcolm (played by Jeff Golblum) lays down a moral law of responsibility.

To rephrase the quote above, just because the availability of social media allows every business to establish a voice online, doesn’t mean that just by posting online a company is guaranteed business. To achieve those desired results requires finesse.

Marketing is an art – at least according to academia. (When one obtains a marketing degree, it is a bachelors of arts, not science.) Therefore, to truly succeed in marketing, a business needs to make continual calculated adjustments to its campaigns. Even transitions from campaign to campaign should (on occasion) be considered.