By early 2003 I had lost count of the growing number of my fellow marketers—people whom I’d known, in many cases, for years—who had arisen from their blankets one morning as newly-spawned experts in social media.
I was mystified. Social media was in its infancy, and I was still grappling with the basics, the most elusive among them being: how do I use this tactic in the world of marketing and selling a complex B2B offering to drive demand? Or can I?