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After months of iterating on different marketing strategies, you finally find something that works. However, the moment you start to scale it, the effectiveness of your marketing grinds to a halt. Sound familiar? Welcome to the Law of Shitty Clickthroughs: Over time, all marketing strategies result in shitty clickthrough rates.

"Just as certain types of Facebook posts spark a higher number of comments, likes and shares, certain types of blog content inherently drive more engagement. As you brainstorm and write blog posts, try incorporating a mix of the following content types into your editorial strategy. Then take note about what your audience responds to and tailor your posts accordingly."

"Influencers are the golden children of marketing strategies right now. Rebecca Minkoff even put influencers front and center in her New York Fashion Week runway show, featuring several popular fashion bloggers-including Chriselle Lim and Arielle Charnas-as models in her Greene Street production. Influencers are the new celebrity endorsements."

Our industry is afflicted with shiny object syndrome, a focus on the new tools, without thinking about the content that will drive it. As we mature and the tools make it easier to share information, companies need to be extra sensitive to the content that will be shared, both that's created by the brand, and the customer.

Remind yourself that social media is a means to an end--not an end in and of itself.