Smith, a San Diego-based marketer, said too many companies approach social media in a mechanical way, putting off potential customers.
“There is no amount of sophisticated technology that will take the place of this — live, in person,” she told the crowd of more than 1,000 at the San Diego Marriott Marquis & Marina.
“The secret of success on social media, especially Facebook, is to think like a member first,” she said.
Smith urged attendees to think about “how does this piece of content make me feel” and reminded them that in social media “content is king, but engagement is queen…and she rules the house.”
Asked whether social media is different in the business-to-business world, she said that “it’s all people-to-people.”
“At the end of the day, if you’re on every platform…it’s impossible to manage,” he said. “Publishing everywhere is publishing nowhere.”