Treading a fine line

Smith, Nicola
November 2007
New Media Age;11/1/2007, p19
Trade Publication
This article addresses the risks posed by social media ad campaigns for marketers and their brands. A study by Forrester in summer 2007 found that marketers who are using established tactics like static sites to push messages into social networks are wasting their time. The study suggested that marketers should be prepared to engage in a personal relationship with users by providing something of value. According to Chris Seth, European marketing director of teenage social network Piczo, brands need to understand their audience to communicate successfully with it. The use of social networks in promoting and managing events is another way of being useful to the audience.


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