B.L. Ochman, founder of the popular What’s Next Blog, debunks 6 social media myths for businesses. This should be required reading for CMO’s before they dip their toes into the social media pool. I frequently encounter potential clients that balk at the costs and commitment required to effectively implement a social media strategy. Her first point – that social media isn’t really free when it comes to business participation – may be a hard pill to swallow, but it’s absolutely true. The social media landscape is littered with examples of misguided, ill-timed, poorly planned and miserably executed social media “campaigns,” some of them conceived by PR and marketing firms with an impeccable track record of old media success. The fact is, social media fundamentally transforms the rules of marketing – from messaging to metrics – and unless you’re prepared to shift your perspective and expectations accordingly, your social media experience could get pretty ugly.