So my alma mater puts out a note on Twitter saying it is proud to announce the release of an update to its software platform – presumably with the idea that this will intrigue people and do things like inform customers and excite prospects.

Good software, good people. I go have a look on the Website to see what’s been added.

Nothing there. Nada. Zip. Zero.

I search online. Zippo.

Yes, it is just a Tweet. But this is the social media equivalent of going to a sales call and starting off the conversation by saying, “We are here to tell you we have some exciting upgrades to our product” … and then leaving the building.

If you start a marketing conversation, you need to be prepared to carry it.

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