Monday, 31 August 2009
Manipulating Social Media: A Losing Proposition
Comment to AdMaven's article in Tech Crunch:
Strategically, there are things marketers can do in social media, such as building a conversation and base of fans/followers and inventing truly useful and brand-message-consistent apps, but I'd suggest that this requires a 180 degree shift in strategy from the ATL/push marketing approach everyone is used to. The INSTANT anyone starts conceptualizing the notion of "social marketing" (and asking their media buyers to 'buy social media'), the golden goose has been struck dead.
We need to monitor how our brands are faring by 'listening' in social media to how our marketing efforts are impacting opinions in advertising-appropriate media.
Link to my earlier post "Social Media Are NOT Ripe for Injecting Advertising/Marketing Into Conversations"
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