In My Opinion – How Big Brands Create Social Media Campaigns, General Motors’ $30 Million Facebook Campaign

How Big Brands Create Social Media Campaigns – Mashable.com 06/18/2012

Blablabla….Usual talk of those that need to justify their jobs…Conclusion according to “The Awareness Social Marketing Hub” on Mashable.com:

In sum, it’s clear that there’s no consensus on how to run a social media campaign. That and the flood of would-be experts in social media make the process needlessly complicated. For all the trouble, though, there’s still not nearly as much money in social media as there is in traditional TV. For instance, General Motors‘ entire budget for Facebook marketing is now $30 million — about 7% of its overall $4.3 billion ad spend.

Despite the hassles, the lure of social media is strong, and a marketer in 2012 has no choice but to embrace it. “This is an always-on conversation,” the Coke rep says. “We continue to track results to this day and have no plans to stop.”

Whether there is a flood of self proclaimed social media experts or not, the big brands seem clearly not to be the big experts, including their consultants. Reading about GM’s “Facebook Campaign” for $30 Million and looking at the Facebook page, one has to wonder where that money actually goes to. This is absolutely ridiculous in the truest sense of the word. As I write this, less than 1% of the “General Motor Likers” are actually engaged somehow on the page.

I might not be recognized as a “social media expert” by the big brands, but my claim is, if you give me a $30 Million budget, I will make sure the world knows about you on Facebook. Plus, a good number of people will actually buy a car from you. Isn’t that what you are really looking for?

My tip to the “real experts” and the big brands: Better have a listen what the “would-be experts” have to say. You might just get what you are looking for, and save a few millions.

Read also: Why Every Major Brand Should use Empire Avenue

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