Few marketing buzzwords seem to elicit more attention than social media. That’s because when a social media campaign is creative and well-executed, it can prove a powerful addition to your marketing arsenal. But with so much competition for attention, ever-adapting algorithms and costly marketing mistakes, many have a difficult time generating a significant return on investment from social media. Yes, social media marketing can be rife with pitfalls—but it’s also packed with potential. This became abundantly clear to me when I interviewed Florian Sussbauer, a social media systems guru and one of......

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