Social Media Marketing
An Hour a Day
Chapter One
Backlash
Chapter Contents
The Early Social Networks
The Pushback Begins
The Backlash: Measured and Formalized
The Main Points
In 2004 I read an article written jointly by Jim
Nail, at the time a Principal Analyst at Forrester
Research, and Pete Blackshaw, then Chief Marketing
Officer for Intelliseek. They quantified and
defined the extent to which a sample set of trend-indicating
online consumers were "pushing back"
against traditional media. This was a turning point
for me - I was working at GSD&M IdeaCity,
an ad agency in Austin, TX, where I was helping
develop the online and integrated marketing strategy
team. This was also around the time when the
first contemporary social networks began to gain
critical mass, something that caught my attention
and became the focus of my work.
In this opening chapter, I'll cover the origin of
the Social Web and the events that ushered in the
capabilities that consumers now enjoy as they make
daily use of the information ava ... read full excerpt from Social Media Marketing: An Hour a Day ebook
