As marketers continue the rush to enter the social media space and implement social media components into their marketing campaigns, the success stories and case studies are piling up. But, for every success story, there are dozens of failures, which include campaigns that spent far more than they returned.
While thinking outside the box is critical in the creation of a viral campaign, going too far away from the grain of social media may ensure the campaign fails to deliver the ROI that will justify budget approval for next year. Walking this line is difficult, and failing to recognize that viral does not guarantee social success will ensure social failure.
Takeaway: Good strategy results in viral, but viral is not a strategy.
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