7 ways to start
a fight with a
a number of things digital
marketers haven't agreed on yet
1. The campaign microsite is dead.
+ "Creating a flasturbation site for a campaign
with a short shelf life is a waste of budget and
adds little value"
‐ "It is important to have destination for display
traffic and to reinforce the imc with a digital
2. Social media is mass media
+ "It's mass because its communication to
potential large audiences"
‐ "Traditional mass media is about 1‐to‐many
conversations. Social is about Many‐Many and One‐
3. Twitter has no real value
+ "Superficial networking and small reach. There
is no control or worthwhile ROI"
‐ "Brands have found communications uses for
twitter and Dell has made money off it"
4. Social Media is the realm of PR
+ "Its about communication, listening and
dialogue, not selling or branding.
‐ "It requires understanding of behaviour and
sociology, about branding and soft‐selling ‐ it's
5. Brands in social media are
intrusive into personal networks
+ "It is the new spam, entering communities that
are formed for personal interaction.”
‐ "Most social media is closed and brands need to
be accepted or 'opted in.”
6. Social media is nothing new.
+ "If email is social media, then this is old‐
school” or “It is the same as offline networking,
empowered by new technology”
‐ "The way people are using it, the tools, and the
digital integration are relatively new”
7. There is no such thing as a
social media expert.
+ “Social media is an emerging technology &
cultural revolution, few are well‐versed”.
‐ "I know more than most people = expert" or
"I know more than our clients = expert"