Social media: Friends, hawkers or stalkers?

Brands are getting social media wrong as much as they are getting it right. Research shows that social media brand activity gets almost no recall from users.

Social media: Friends, hawkers or stalkers?

Peter DannThe Nursery

Brands should never forget that social media users don't really want to be their friends – they just want material rewards.

Marketing's obsession with social media is an extraordinary phenomenon. Every day we are bombarded by emails, blogs, tweets and updates trumpeting tales of cyber-innovation and derring-do. I worked out that last year I was invited to read over 11,000 of these. My next task is to establish the proportion of social media conversations accounted for by social media commentators talking up the excitement of brands in social media.

And...

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