Most social media marketing advice is rubbish

While reading Robert Scoble's excellent advice on how to improve your social media presence I noticed this related question:

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I immediately thought "just get as many as possible of them to do what Robert recommends". It's a simple as that. Anything else is smoke and mirrors. There's a whole industry built on making people think either a) it's harder b) they can't do it themselves or c) getting someone else to do it for you works. Sadly all three are often combined.

I guess the truth is that while what Robert recommends is simple, it is also hard work - and it relies on remembering that Organizations Don't Tweet - People Do!