Nike, Coke, Microsoft … all fail to make Facebook Apps work

Nike, Coca-Cola, Microsoft … can be considered as marketing giants? The article in Adweek tells that even they are not able to generate some success on Facebook. The article states some reasons like:

  1. Little worthwhile interactivity and are overly branded
  2. One-off experiments, tied to a launch-and-forget campaign approach
  3. Relying on “viral” distribution rather than buying media

An interesting quote from the sales guy at Facebook is:

“We find that if a brand builds an application as their social strategy and not as a tactic that contributes to their overall strategy, then more than likely they won’t see good results,”

Point taken, but if those brands can’t make it work, what’s the value of Facebook (I guess Twitter had it right by declining the offer from Facebook)

  • Nike, Coca-Cola, Microsoft … can be considered as marketing giants? The following article tells that even they are not able to generate some success on Facebook. The article states some reasons like:
    1. little worthwhile interactivity and are overly branded
    2. one-off experiments, tied to a launch-and-forget campaign approach
    3. relying on “viral” distribution rather than buying media

Point taken, but if those brands can’t make it work, what’s the value of Facebook (I guess Twitter had it right

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