Dans la catégorie “J’aurais aimé l’avoir écrit le premier” : Social Media Marketing : You Fear, You Fail.
Just imagine a blog that doesn’t allow customer comments. The campaign not only offered zero value to customers, but in the end it ignored them by turning the blog into a press release platform. Ultimately, the brand decided to trash the project and walk away from social media.
Social media marketing doesn’t always guarantee short-term results, could be risky and doesn’t always work.
Instead of realizing the truth that consumers are already talking about brands and republishing brand asset (remixing, as Lawrence Lessig would say), most brands act as if they can still exert control over what their consumers know and see.
