I have an article in iMedia Connection’s InFocus section today called “What Kills a Social Media Campaign”
It takes a look at the good, the dreadful and the redeeming social media marketing efforts of several Fortune 500 companies.
At best, they wasted a lot of money on ill-conceived campaigns involving blogs, video-sharing sites like YouTube, social networks like MySpace and other new media where users (horrors!) can actually create content.
At worst, their futile attempts at old-style message control (masquerading as new media) did permanent damage to their brands in the very markets that will determine their future fortunes.