In 2013, just two social media trends matter

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It's that time of year again, and the prognosticators predicting what's in store in the new year are out in force, observes Ellis Booker on the CMO Site blog. Every working marketer understands in a broad sense that social media matters, says the former BtoB editor-in-chief, and that social media isn't an outbound, unidirectional marketing channel. However, he also cites two problems in social media that hold back many companies from realizing the technology's full potential: a general lack of both integration and analytics. His conclusion: To simplify your priorities in 2013, focus on integration and analytics for a better position come 2014.
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