Guest post by Francesco Montesanto.

At some point today, a social media marketer is going to get fired.

The reason? They were hired to create socially engaging posts designed to elevate brand reach, skyrocket shareability, and go viral.

For many companies, especially B2B vendors, these are completely unrealistic, impractical expectations. If it were possible for a marketer to wave a magic wand to make social media content go viral, someone would have figured out how to do it, monetized the solution, and bought a small Croatian island with their profits.

The harsh reality is that most companies have absolutely no chance of dominating the social media landscape the way they envision. And if they do, it’ll mostly be for all the wrong reasons.

The good news is [Read more…]