Whitney Grekin

Elise Hacking Carr is editor-in-chief/content director for Print+Promo magazine.

The U.S. Postal Service (USPS) is no stranger to bad news-and if the first three months of the new year are any indication, the struggling organization won't see much respite any time soon.

In a last-ditch effort to drive sales, many companies are increasing their social marketing spend. But by treating this technology as a Hail Mary pass, the gap between social media strategies and business value only continues to widen.

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