Comments on: Ad Agencies Please Know That Social Media is Not a Tactic

By: Michael Gass

Michael Gass — Mon, 25 Apr 2011 21:04:53 +0000

Thanks Doug for sharing your point of view.

By: Doug

Doug — Mon, 25 Apr 2011 20:13:55 +0000

Great post, and point of view. Having the proper perspective on the utility of social media keeps it from becoming what most people of the former years in media, putting it into a control/command platform.

I call it a Social Network instead of media as people understand the concept of networking as something you do, not something that is done.

Besides if you put it in the box of tactic, your really missing the purpose/intent. again, great article.

Doug

By: Carrington Malin

Carrington Malin — Wed, 18 Aug 2010 06:15:02 +0000

The Old Spice campaign was simply brilliant. And the social media campaign certainly looked like a tactic, and a very clever extension of the broadcast campaign.

Where does that leave Old Spice now? Having cut through the clutter and made their way to social media stardom, do they draw a line under the social media campaign and leave their million-odd fans and followers behind or consider social media to be a key marketing asset that deserves a strategy?

By: Thad

Thad — Tue, 17 Aug 2010 20:08:51 +0000

Agree. Most of these comments are ridiculous. OF COURSE IT’S A TACTIC. Social media professionals talk about it likes it’s a new age crystal with magical powers. Social media is a type of communication. It’s not rocket science.

The Old Spice effort is a perfect example of a success story using SM as a tactic.

By: Chad

Chad — Tue, 17 Aug 2010 20:06:25 +0000

You’re right… Tell that to Old Spice guys. I bet that wasn’t a tactic at all. Nope, just shear dumb luck.

By: Thad

Thad — Tue, 17 Aug 2010 19:54:41 +0000

How many of you have actually developed a successful social media campaign for a client? Everyone is an online expert.

By: Ashley K. Edwards

Ashley K. Edwards — Mon, 07 Jun 2010 15:18:39 +0000

@Robert I definitely agree that social media is ultimately about relationship building. At the core. I do think, though, that if a business or company is using social media to connect with their customers, there’s a certain understanding that some advertising and marketing will be included.

As long as there’s balance within the messaging, the customers will continue to follow.

By: Michael Gass

Michael Gass — Wed, 24 Feb 2010 11:36:32 +0000

Carrington, thanks for taking the time to comment and adding your insights.

By: Carrington Malin

Carrington Malin — Wed, 24 Feb 2010 10:26:40 +0000

Very true and there are still many that don’t get this. I’ve seen many online campaigns during the past year that have completey failed to leverage social media by not taking into account lead time and social media requirements. Perhaps worst of all, many also have no follow-on strategy for how to capitalise on their social following post-campaign. Too often I’ve seen agencies simply dump the social following that the campaign does have by leaving micro-sites and social media profiles to wither away and die as soon as the scheduled campaign period ends. What a waste!

Carrington, Spot On PR

By: Social Media Agency UK: Qube Media: Blog : You dont want privacy and you dont want anything on your pizza (5 of the best)

Wed, 13 Jan 2010 15:22:37 +0000

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