Marrying social with mass appeal



By Liz Wilson, Cream Global:

Like any marriage, the union between brands and social media has its Barack Obama success stories, and its less than stellar moments with real consequences like McDonald’s recent Happy Meal twitter hashtag idea. Moments like this inevitably raise the perennial concerns over social media control for marketers.

Media Strategies’ Social Media Brand Index places Starbucks as the most successful social brand. A company whose above-the-line activity is practically non-existent compared to their social initiatives. By contrast, Nescafe is a company with a strong heritage in traditional TV-centric broadcast campaigns, particularly for its flagship Gold Blend product, yet fails to make an impact socially at 108th.

A recent Nielsen study estimates that just over 90% of consumers’ value advertising across earned media above all other forms. So the obvious question for advertisers is how to marry the emotional immersion of a TV campaign reaching a broad audience with a singular ‘loud’ message, with a more personalised ongoing conversation online… Read more


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