Social Media: Too Much Can Damage Your Brand

May 11, 2010
by Christa Carone

Each morning when I’m hit with the news alerts from marketing publications, I find myself sifting through the clutter of social media stories. Most read like a deja vu from yesterday’s news: “How Facebook’s Geo-Networking Will Change the World.” “How to Tweet Like Ashton, Meet Demi in Cyberspace-and Save Your Brand.”

Yes, yes, we get it by now. Social media is here. It’s here to stay. If you want to be in the game, you better come to play. To me, the the rhetoric is getting a bit tired, even while the social media landscape continues to evolve.

That’s why I was pleasantly surprised to see this headline pop up in the AdAge alerts today: “Overeliance on Social Media Will Damage Your Brand.” Written by Marc Brownstein, whose agency has spearheaded some social media initiatives, it is a refreshingly candid and credible take on the exaggerated exuberance companies have for social media. And, it got my attention for being spot on with a sensible strategy. It’s one that all marketers intuitively know but too easily forget when attention shifts to the latest trend.

Sometimes it’s ok to take a refresher course in Marketing 101. Marc Brownstein offers the Cliff Notes version. Let’s make it mandatory reading. Ashton can wait; read this first.

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