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Social Media Campaign?    |  March 12, 2008   |  Comments
Listening to Blogads founder Henry Copeland's "Worst Ten Social
Media Campaigns of 2007" panel at this year's SXSW Interactive
Festival, I realized that most of the worst could have been
among the best campaigns if they'd been thought through from a
social perspective. I say "most" because there were a couple
that were simply wrong; nothing, short of not doing them, would
have made a difference. For the others, some social savvy would
have paid big dividends.  Going forward, discovering how the
campaigns failed isn't useful. Charlotte Selles, panelist and
global brand manager for Jim Beam, put it this way: "Given a
plainly wrong choice upfront, there isn't a lot to learn in
measuring what happened after that." She suggested instead
looking at why they failed, getting clear about exactly what
"wrong choice" was made and taking care not to repeat it. There
were three specific errors leading t