Social's future is not community
Darika AhrensForrester Research
Brands need to ditch the community ideology. Then invest in the parts of social media that are working: advertising, customer service, and data.
This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.
Sometime around 2006, I drank the social media Kool-Aid. Consumers were using social technologies for all sorts of things: networking, collaborating, posting funny pictures of cats. When we tried to analyse how brands could get a piece of it,...