Face-to-Face Book: A welcome reality check

Mark Earls

Brad Fay and Ed Keller's latest book, entitled Face-to-Face Book, is a timely reminder of the dangers of grossly overestimating the power of social media to boost brand reach and penetration.

Face-to-Face Book: A welcome reality check

Mark Earls

Brad Fay and Ed Keller's book is a timely reminder that almost all brand conversations still happen offline.

For those of us who started working in marketing BZ (that is, Before Zuckerberg), it is striking to see how social influence has grown to become so important an issue for marketers and their research and comms partners. In barely a decade, it has gone from being a marginal and category-specific issue -peer-pressure in children's markets or status signals in luxury goods categories, for example – to being one that pervades each and every...

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