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The problem with most social media marketing agencies is that we’re fickle. We tend to keep rushing into the future, adopting anything and everything hot and new and overlooking the rest. In our constant hunger for the latest and greatest, we have mostly abandoned working-class heroes like forums and message boards, preferring exciting new money to boring old money. But isn’t any kind of money good?

In order to mine social media marketing gold, you really need to roll up your sleeves, put on a pair of sturdy work boots, get into that little elevator, and descend that deep shaft into the gold mine yourself, pick in hand, and get to work. Message boards and forums are full of marketing gold, but if gold were that simple to collect, everyone would be loaded.

I thought I would talk a little bit about the tools of the trade — what we use to stoke excitement about our clients when we do blogger outreach and influencer engagement campaigns.

Everything the blogger does on your behalf -- for free -- is a gift, a blessing, a mitzvah!

Sales, marketing, and PR never comes down to price-per-seat or the discount offered by any one widget, it comes down to people, to relationships, to meeting needs, to solving problems, and to being responsive to needs and changes.

Take your social media influencers to breakfast, coffee, lunch, drinks, dinner, nightcap — you decide what’s appropriate.