Target’s blogger-relations fiasco is now a lesson in social media for big marketers
Joseph Jaffe of Jaffe Juice uses the “snow-angel” ad and Target’s response to blogger Amy Jussel as an example of a major social media mistake.
Watch Social Media Mistakes of Five Big Marketers. Target is featured beginning around 4:30.
Jaffe also acknowledges the colossal mistakes of Sprint, Sony, T-Mobile, and Starbucks.
From AdAge:
Nothing aggravates blogger Joseph Jaffe more than marketers that employ fakery, manipulation and heavy-handed lawyers in their social-media interactions with consumers. Author of the books “Life After the 30-Second Spot” and “Join the Conversation,” Jaffe is the head of the marketing consulting company Crayon. He also runs the blog JaffeJuice, which is No. 26 on Ad Age’s Power 150 ranking of the top media and marketing blogs. This video contains eight minutes of his remarks at the recent Association of National Advertisers’ Integrated Marketing Conference.
June 19th, 2008 at 4:32 pm
This is a really good discussion — thanks for linking to it.
June 21st, 2008 at 3:13 am
I loved Joe Jaffe’s video, (even though I’m now officially a ‘lesson’ for the textbooks)—;-)
And in our ongoing Target debacle, I must say, for the first time on Ad Age today I found an amusing moniker that I had NOT yet been called as a blogger…ya ready?
Evidently, we bloggers are “marketing jihadists in the name of web buzz” according to this commenter…http://adage.com/opinion?article_id=127847.
Hmn. We’re not genuinely concerned parents, core customers, consumer advocates, or media analysts, eh? My bad. Must’ve missed that lil’ tidbit in “muckraking 101″…sheesh. –Amy J.