The challenge of keeping up with the competition in the social media space is not new. The problem is, when a company does very well with a campaign, others come and try to copy the same formula thinking it will also yield higher numbers, but no! The solution, it seems, is far more complicated.
An interesting post on Why So Many Companies Suck at Social Media brings in some good insights and compares the now famous Old Spice youtube campaign with copycats like Cisco and Brigham Young University. Why is it that one company fails miserable while the other gets it right? It seems it has all to do with creating the right message for your audience. But wait, that’s not new… is back to marketing 101 you’d think, no?