The Wonderful Web

I found this great quote today about social media messages:

But hear this trick: it won’t be because you gave the message to me in your words. It will be because the experience gave *me* the inspiration to create messaging of my own. It might be what you intended, but it might not. And it’ll never, ever be because you scripted it, or told me what to think. It’ll be because you gave me something worth talking about.Why Messages Aren’t Enough, Apr 2009

You should read the whole article. Amber Nashlund lays out an excellent argument on why simple awareness is not enough as a goal in your social media campaign. That awareness needs to be translated into experiences that your audience can relate to and/or wish to experience.