Brand managers entered the social media landscape with the same approach they used for television and radio advertising. With both of those media, we have an understood contract with consumers: In order for you to get free programming, you agree to be interrupted by commercial messages. Social media did not have that contract, so that when customers were interrupted by brands in social media, it felt abrupt, inappropriate, and out of place.
Content: Quotation
Author: Jill Avery
Source: Harvard Business School (HBS) Working Knowledge
Subjects: Brand, Marketing / Sales
Author: Jill Avery
Source: Harvard Business School (HBS) Working Knowledge
Subjects: Brand, Marketing / Sales
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