The report that reminds us what ‘social’ means

Once again, the big hitters of social media are getting a good kicking. A Forrester report into social media is questioning the value of marketing spend on social - particularly focusing bile on Facebook and Twitter. The challenge seems to me to be not one of "To Social or Not To Social". Rather, it is the ludicrous differential between organic social activity and paid social activity. Consumers rarely love brands. Usually they have a fleeting, ephemeral relationship with brands based on how much they need the product. Many of our largest brands are positively loathed (which is why when energy companies delve into social, they get burned. Again and again). So when such brands pay to inveigle their way into a community's consciousness, particularly when this wheedling is acceler

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