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Lee is a managing partner at Hinge, a premier professional services branding and marketing firm. He brings over 30 years of experience to the firm's clients.
Lee is a former tenured professor of psychology at Virginia Tech, author of numerous books and articles, and a successful entrepreneur. He's started and run three high-growth companies, worked with many global brands, including American Express, Time Life, Capital One, Monster.com and Yahoo! He led the research studies that form the basis of the book. He is co-author of Spiraling Up: How to Create a High Growth, High Value Professional Services Firm.
I think you are making the right points here. I'm comming from a bit different perspective, whick is based on marketing professional services to a b2b audience. There are really no direct sales, only leads or opportunities.In this contect our research shows that social media has two specific rolls. First is to share content within a content marketing model. The second is to develop specific relationships through repeated interaction. In the overall ranking of effectiveness most social media fall in about the mid range. SEO, blogging and analyitics are high and banner ads are at the bottom.
Here is a link to the research if you are interested (no registration required)http://www.hingemarketing.com/library/article/online_marketing_research_study