Let's Stop Swooning Over Social Media | Integrated Marketing and Media | Social Media Consulting - Convince & Convert
A smart caveat, which I found via a Tweet from Tim Otis at Axiom.
Social media is exciting, but the numbers for any given initiative aren’t there; with a few exceptions, the results aren’t there; and the dynamics of how to effectively use the new media for marketing have yet to be sorted out. Facebook campaigns can feel like someone trying to sell you timeshares at your friend’s birthday party.
I’d also add that something I’ll call the covenants haven’t been developed. The covenant of old media is: we will chip for your newspaper or TV program and you will allow us to interrupt the editorial. And also: we will clearly say what is advertising and what is editorial. I’m not sure what the social covenants of social media are.
