01/20/09 10:13 AM
One of the reasons that so many social media strategies fail is that that the marketing people forget to tie back the program to the brand objectives or that they forget that maintaining a Facebook page or Twitter account requires resources everyday. Take for example the Burger King viral video campaign or the Facebook program. People within the ad industry are hailing these programs as successes but I would argue that unless BK sales are up as a direct result of these programs than they are a failure. To spend money on a branding campaign for a brand that already has high brand awareness is a waste of resources and is indicative of the problem of using old marketing for new channels.
Read More...Tags: Measurement, Social Media
