One of the most effective ways to build and engage an online audience is to run a brand-relevant social marketing campaign. UK-based Yorkshire Tea is an example of a company that significantly grew its Facebook fan base with a month-long promotion designed to engage fans.
The question on every marketer's lips is, "What is the value of a 'like' on Facebook?" Companies are spending millions of dollars building fanbases, followers and advocates, but is it the best use of marketing dollar for the short and long term?
The digital age has contributed to shorter attention spans, more consumer control, freedom and choice, as well as an industry reliant on data and technology. How has this impacted the art of storytelling? And does it matter?
A blinkered, head-down approach will get the job done, but now is the most opportune time to think creatively. There's never been a stronger argument for standing out, and for taking a considered, measured step outside of your usual parameters to achieve this.