socialmedian: Why Social Media Isn't Living Up to the Hype (Yet) - Advertising Age

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Why Social Media Isn't Living Up to the Hype (Yet) - Advertising Age - DigitalNext

Submitted by Jasper Blake

Sep 02, 2009

Summary

When presented with a new technology, people tend to use that innovation to do existing jobs more effectively.
Brand building is no different. As social media gains momentum, brand communicators are experimenting en masse with these new technologies and connections to get their jobs done, typically coming at it from an advertising, interactive or PR perspective.

But what if social media and its inherent benefits are so revolutionary, so potentially game-changing, that it takes time for people to figure out how to best use them? More fundamentally, what if organizational silos and constraints limit its potential to address a new brand-building equation? Read the full article

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