Social Media: Effective Branding Tool, If Monitored

 

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.

Read more at: MediaPost

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One Response to “Social Media: Effective Branding Tool, If Monitored”

  1. JaneRadriges says:
    June 14, 2009 at 11:44 am

    Original post by Dmitri Gromov

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About Steve Smorgon

Consumers now want everything on their own terms. When promoting your brand in the late 90s you were safe relying on “traditional media” such as television, newspaper and radio. That was until consumers started to change their media consumption habits. Now your average consumer isn’t just watching television, their also on the internet and listening to their iPod all at the same time.


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