by David Goetzl – MediaPost
NEW ORLEANS — Carat CEO Sarah Fay said marketing efforts that employ social-media sites are more effective when used as part of a wider campaign and not as a solo initiative.

“You have to look at it as woven into the overall fabric of the program and not as something that stands on its own,” she said on a panel at the 4As media conference

As an example, Fay pointed to a McDonald’s push last year–mentioned first by a MySpace executive–celebrating the 40th anniversary of the Big Mac. The fast-food company wanted to capitalize on nostalgia for the burger’s memorable jingle to improve sales. So it used social-networking site MySpace as well as traditional media for the campaign.

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