Abstract
When Michael Mendenhall, the then-chief marketing officer of Hewlett Packard, at the ANA 2008 CMO conference1 proclaimed Twitter as one of the most influential media, I have to admit I almost fell off my chair. The social networking site back then was just starting to take off as one of the more promising players trying to emulate Facebook’s success. At that time, it had 3 million users, up from barely half a million just at the start of that year. While I’m not sure whether Twitter really lived up to Mendenhall’s billing, social media, or Web 2.0, as we were calling it back then, was starting to hit its stride. Twitter evolved from being a tool for real-time updates for celebrities and the everyman or everywoman, to broadcasting pointed comments during presidential debates and add-ons to the Super Bowl hype, to being a journalist’s best friend and a distributor of television content. Twitter, Facebook, YouTube, Blogger, Tumblr, Pinterest, Instagram, Four Square, Google+, and the many social media channels have evolved in remarkable ways and become an important ally for the communications planner.
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Notes
Gary Vaynerchuk, “Storytelling in 2013,” LinkedIn.com, August 22, 2013.
Robin Grant, “Facebook Has Decreased Page Reach, and Here’s Why.” Techcrunch.com, November 16, 2012.
Socialbaker.com, “Facebook Pages Statistics & Number of Fans,” 2013.
Zoe Fox, “How Much Social Traffic Does Mainstream Media Receive?” Mashable.com, August 1, 2013
Digitalstrategyconsulting.com, “Viral Marketing Case Studies—The Best Virals of 2011,” December 12, 2011.
Jonah Berger, Contagious—Why Things Catch On, (New York: Simon & Schuster, 2013).
Dan Klamm, “How Chipotle Uses Social Media to Cultivate a Better World,” Mashable, March 21, 2012.
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© 2014 Antony Young
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Young, A. (2014). Getting Social. In: Brand Media Strategy. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137447715_11
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DOI: https://doi.org/10.1057/9781137447715_11
Publisher Name: Palgrave Macmillan, New York
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