Wednesday, September 08, 2010
Excerpt: Social media is the latest stampede for marketers, but what overheats is never sustainable, and what rockets up crashes down (a lesson we too often learn the hard way).
And while social media may not be heading for a hard landing anytime soon, it's possible to see signs of a looming crisis ahead. A crisis of losing "what makes a brand a brand" amidst the ever-burgeoning volume of Tweets, posts, streams and feeds in the mad dash for digital gold. A brand's most precious asset: it's identity...
Source: Advertising Age