Semper letteris mandate
During the 1994 National Unity debate, Lucien Bouchard made headlines when he predicted Quebec’s separation would lead to the swift fall of English Canada to American invasion. And then suddenly these French-only V8 posters mysteriously began to appear in down-town Toronto.
When Dell announced they’d made $3 million in sales through their Twitter promotions it was lauded as a triumph for social media. The numbers, however, tell a far different story.
For a company that’s positioning itself as “green,” one has to wonder why the Prius campaign’s subtext is so anti-nature.
It’s not that I hate social media marketing — it’s just that outside of a very few special cases I’ve yet to see anything indicating that it’s worth the hype. And Izea’s social marketing promotion for K-mart isn’t one of these special cases.
As an indicator of effectiveness, the click through rate may have seemed like a good idea at the time. But counting cars on the highway, even an information highway, is not particularly reliable.