Right at the outset in the book’s introduction, Kabani points out the primary difficulty marketers have with social media. Their challenge is that they’re trying to apply traditional marketing rules to what essentially is a platform outside their control.
Therein, lies the most important lesson for companies struggling to understand social media marketing. The balance of power has shifted to consumers. By the time you become aware of your prospect, your prospect has already acquired massive amounts of information about you. Through search, social media, and recommendations from friends and colleagues, the consumer researches you and your company before you get a chance to say the first word.