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Denny's Daily Zinger - Social Media: Full of Sound and Furry Things to Pet and Play With

June 25, 2014
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But can you use Social Media to sell stuff?

Nah.

This a.m. (June 19, 2014) I went to The Wall Street Journal website on my morning prowl. What came up was the story of a huge Social Media campaign:

How Estée Lauder Creates Effective Photos for Facebook, Pinterest, Twitter, Instagram
The cosmetics brand looks for youth, fun and engagement with various poolside combinations of products, props and hand models

That same morning I stumbled onto Jordan Weissmann's Slate.com story about Viacom executive Mel Karmazin's 2003 meeting with Google's founders—Page, Brin and Schmidt. They detailed the many ways their company could track and analyze the effectiveness of online advertising. Karmazin exploded. In his mind, if advertisers could learn real results, advertising revenue would nosedive.

As Ken Auletta later recounted in his 2009 history of Google, Karmazin stared at his hosts and blurted out, "You're f---ing with the magic!"

"The Internet is a new paradigm with new rules. And we make the new rules."
This was the mantra of the smarty-pants kids who edged direct marketers out of web development in the mid-90s.

Check out my column on the new vocabulary of marketing: "engagement," "customers' journey" and "creating entertainment."

Here was Souledd's response to that column:

Sounds like you were caught in the storm Bob Hoffman describes during his keynote at Ad Week Europe.


I URGE YOU: spend 30 minutes with Bob Hoffman at the link above.

Hoffman confirms my opinion of Social Media: a giant, worldwide waste of time.

Denny Hatch's new book is "Write Everything Right!" Mark Pilipczuk writes, "This book is chock full of proven techniques to improve your writing today. Denny Hatch's prose is economical and packed with energy. Every word matters and the layout is designed to keep you reading and thinking. You'll dog-ear your copy and fill it with scribbled marginal notes—just as I did." Click here to download (opens as a PDF) and read the first three chapters FREE. The title is also available on Kindle. Reach Denny at dennyhatch@yahoo.com.


 

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