SAN FRANCISCO — During the opening session of the Marketing Association of Credit Unions' 2011 Annual Conference, Jeffry Pilcher of The Financial Brand gave attendees a social media reality check.

"Most social media projects start with the tool, then look for a strategy," said Pilcher. "That's like going into the garage grabbing any tool and then running around the house looking how to use it. You need to know what problem you're trying to solve and without clear measurable business goals you're wasting your time."

He added that is one of the reasons why most social media experiments are duds.

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