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| | --- Reply above this line to comment on this post --- The interesting thing about new marketing opportunities is how quickly brands will jump into the fray without really understanding how a tool really works and how to best utilize it. Take social media, for example — as it grew and pulled in more audiences, brands of all sizes raced to launch their social media campaigns, often with horrific results. Does anybody remember the Pepsi Refresh Project? Don’t worry if you don’t — even with tens of millions spent on it, few people know that it ever even existed. In short, it was a strategy that was supposed to change how brands used social media forever but ended up just being another example of how even the most savvy marketers often misread a new landscape and miss the mark with their audiences. Full story at SmartBrief Social Media. More SmartBrief stories. Photo credit: Fotolia | | | |
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