Before consulting, I made my living as an editor in media. Each job I held taught me the same lesson: Digital growth is not about manipulating tools like search engine optimization (SEO) and social media. It’s about using them to reach customers. Then it’s your job to create a sustainable relationship off of those platforms.
I’ll give you two examples of how those tools can go wrong. My first big job was fitness editor at a men’s magazine. Facebook was relatively new, and we aggressively built our following.