When we launched Mind Your Group in 2012, one of our founding partners was Javier Godoy — widely recognized as one of the pioneers of social media in Spain. Javier had been thinking about social media strategy in a fundamentally different way from most people in the industry, and we wanted to capture that thinking in a document that our clients could use.
The result was this guide: the Guía Social Media de Tercera Generación. Javier wrote the core content. I wrote the introduction. And the prologue was contributed by Bryan and Jeffrey Eisenberg — New York Times bestselling authors of Call to Action and Waiting for Your Cat to Bark?, who were both MYG advisors and shareholders.
The “third generation” in the title refers to Javier’s thesis that social media had moved through three phases: the first generation was about presence (just being there), the second about conversation (engagement metrics, community management), and the third about integration — connecting social media to actual business processes, measurement, and ROI. This third phase is where most companies still struggle today, over a decade later.
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