Phil Lynagh is regional managing director at Tag: MENA
“This social media bubble needs to pop. I had a fascinating evening with a couple of young social media turks and it was blindingly obvious that although a growing number of marketers would entrust these two cutting-edge intellectuals with marketing their brand, their actual understanding of what a brand is and how it needs to create aspiration and get itself into a basket of choice was seriously lacking.
Although I remained completely intrigued with how many ways these young chaps could get a message to a mass market through the digital ether, I was equally astonished by a complete lack of why and what. Now, technology changes constant
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
As usual, Phil Lynagh is bang on the money. Companies need to take these new media seriously and acknowledge that social media campaigns require proper planning, adequate budget and objective-linked measurement. There’s no room for fuzzy, volumetric objectives and results.
In the absence of a thorough understanding of the medium, most clients and agencies are relying on statistics to rationalize decisions, unless there is creativity and to some extent courage from both, we will continue to see a numeric approach to addressing communication challenges..and social media would be about the number of likes, engagement metrics and fan base