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September 17, 2008


Mark Taylor

The traditional media companies are finally getting it... Group M has also produced some interesting content as has Avenue A (but I guess that's less surprising).


Social media is very tricky. Like with reviews if it is presented too positively people may assume it’s fake. A realistic engagement, to the point of being a bit gritty perhaps, may be required. There can be some real risks in walking the line between true transparency and brand control and constant monitoring is crucial. Having Google alerts set up for all branded terms is essential. Companies should be very careful about venturing into this culture without any guidance. Mistakes made in social media are not easily retracted. I agree it is very important (and will eventually become a requirement to be competitive) but it should be done very cautiously and with the help of people with experience in that culture.

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