Avoiding Facebook Follies

An interesting article by Evan Gerber from Molecular, commenting on the huge disparity between successful brand forays into social networking, and those that miss the mark (even though the brand itself might be a household name). A key tenet of the article is that engagement is vital, more so than the supporting media spend regardless how heavy. It comes back to core strategy - are you jumping into social networking because its the flavour of the day, or because there's a real alignment with your brand strategy? And once you've made that call, how can you give your campaign the best chance (and it's true, some of it comes down to chance) of flying instead of flopping. The full article is worth a read.

iMedia Connection: Avoid these Facebook faux pas