Social media: Friend or foe?

Don E Schultz

This article challenges the popular belief that a social media strategy is essential for building brands and consumer engagement.

Social media: Friend or foe?

Don E SchultzNorthwestern University

Brands that leap headfirst into social media, assuming users will want to share information, may find these platforms are not the mass-marketing tool they hoped for, according to a 10-year US behavioural study.

Many marketers see social media as the 'next big new thing' to help build brands. Those advocates seem to view all the shiny new toys such as Facebook, Twitter, YouTube, Pinterest and the host of other social media tools and techniques as new, exciting and innovative channels; perfect for building customer engagement which somehow leads to brand...

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