At the same time: Brand Marketers Embrace Social Media

Brand Marketers Embrace Social Media - eMarketer

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Now this is a nice follow-up on my post earlier today, and please allow me to be cynical for a second: we'd rather act like lemmings, throwing ourselves off the cliff than to stand out from the crowd and survive.

So whilst, in a rare case of honesty, our media consultants are telling us that social media are big, but not sure how to handle that beast, marketers have decided to jump and invet more in social media. The scary thing is that at the same time they admit not having the measurements in place. Ever tried to sell, say TV, to your boss this way: 'I'm not sure what it's getting us, nor the impact on your brands, but hey, it's big...'?

I can only repeat my advice: do it, but do is cautiously and wisely and measure whilst you do so. Because, if it's a success, we want you to do more. If not, we want you to learn from it.