When strategy is forgotten in social

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Important point – tactics must ride on the back of good strategy, else effectiveness goes out the window.

Danni R. Eickenhorst

ImageBy Danni Eickenhorst

This week, I was one of the featured commentators in the St. Louis Business Journal column by Matt Hibbard weighing in on the Chipotle social media debacle of recent weeks.

To recap, Chipotle launched a fake hack scheme on their Twitter account on July 21. This was part of their Adventurrito promotion. According to Mashable, this resulted in a 4,000 follower increase for the account.

Matthew’s question to those of us who work in social strategy was simple – was it worth it?

My take? Absolutely not.

It is the role of a social media manager to foster a relationship between a brand and its audience. Relationships of value are based on trust, and Chipotle gambled that trust for a moment in the spotlight and some quick earned media that amounted to less than a 2% bump in their Twitter followers and a whole lot of media…

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