Two Approaches: Shotgun vs Laser

WEB STRATEGY — Companies approach social in one of two ways: The first way, companies experiment with little order or goals, the second way, companies have clear goals and intend to invest in a deeper relationship. 1) Shotgun: Toyota’s Yaris Campaign Spreads Chances -- While experimentation is always important, companies must do so in the context of a goal, whether it’s to test and learn, or just to prove to management it can be done. Take for example Toyota’s latest campaign, which is much akin to interactive marketing or advertising (not social engagement), where they’ve funded eight agencies to spend $15,000 only on their social marketing campaigns. The goal is to see who can make it work and stick, then they’ll spend more money with the firm that achieves ‘viral’ growth. This shotgun approach has caught the criticism of Laurel Papworth, she’s right at vegas, this is called spreading your bets on the roulette table...