Ultimately, when you’re looking for a vendor to help you get the word out on your product, it’s much more important for that vendor to understand your goals and vision (dare I say culture?). A carefully thought-out plan doesn’t contain, “I’ll get you to the top of the SERPs for some obscure term.”

Your social media Hail Marys is the other reason I don’t take on jobs where I’m tweeting or commenting on blogs for a company or person: the passion just isn’t going to be at the same level as someone who “owns it.” I’d rather show someone how the tool works and let the owner speak. There’s nothing so bad that can be done that wouldn’t be done anywhere else.