Monday, November 14, 2011

Brand Building and Social Media—Beyond Communication to Changing the Marketplace

By Dr. David Aaker, SMMmmagazine.

Marketers are attracted to social media to communicate their offerings and programs in large part because traditional mass media lacks coverage and is increasingly fragmented, expensive, complex, and ineffective. Social media is the apparent salvation, even though it is difficult to manage, in part because the lack of control is frightening.
However, there is another use of social media. It can augment the offering to expand the value proposition.... Read more.