Lack of measurable ROI in the near term is the main reason senior marketers remain unsure about the value of social media. To accelerate the idea of accountability many marketers are being tempted test the limits of what is genuine content and what is an outright solicitation. Recently the CEO of a major corporation twittered a link to a new TV spot. The feedback was less than friendly. So it seems that the more well known the brand the more difficult it is to slip in any sort of sell message.
Kids get away just fine with hand made signs selling lemonade; it is cute. It is not so cute when big brands hang out for sale signs on Twitter / Facebook etc. It's no surprise organizations are undecided in solving ths challenge.
More here: http://www.brandweek.com/bw/content_display/news-and-features/digital/e3ie2a94edbc5b0a7c1150d6cbf4741dede?pn=1
Back to rule #1
The paradox of insular language
8 months ago
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