This Says It All

Notwithstanding my previous post, here’s a frank assessment of the use of social media in marketing campaigns. It appeared in Ad Age.

Erich Marx, Nissan’s director-interactive and social-media marketing, says, “From a pure ROI standpoint, are we selling hundreds of cars through social? No. But social media has to be a responsible part of any media package now. You have to be there. It’s not about ROI, it’s about COI– cost of ignoring. It’s too big to ignore.”

COI. Employing social media means accepting that, among the huge audiences these utilities represent, there may be opportunities. It would be nice if there was science behind this, and I am sure when it exists the social utilities will be giddy proclaiming it, but at the moment the reason to be in social media is what if you’re not?