My typical answer to that question has been “no.” Consistent participation usually leads to the best results in social media efforts. Approaching it as a test can lead to lower commitment levels from the brand and abandoned blogs and Facebook pages that look more like ghost towns than thriving communities.
But a couple things I’ve heard the past few days have me reconsidering.
A colleague interviewed Amber Naslund at BlogPotomac last week. One of the questions I passed along to my colleague was the very topic of this post. Amber’s response? She’s fine with it if that’s what it takes to get clients into the space.
Tonight, I watched a PR Week video interview with John Bell, managing director of 360 Digital Influence, Ogilvy. He said that one of the biggest trends he’s seen during the past six months or so is that more clients are moving away from big “cathedral” programs in social media and toward pilot programs where they can rapidly get some quick learning.
What do you think? Should brands approach social media efforts as pilot programs? Are there some social media strategies or tools where that mindset can work well, but some where it would most likely lead to less than stellar results?
*Update: My concern lies in starting an effort – say a blog – that traditionally takes time and lots of energy to grow without commitment, budget and resources planned and allocated beyond a few months.
*Image by √oхέƒx.