Buzz and effectiveness
101 words | ~1 min
It's Superbowl day today, so if you work in advertising, expect your social feeds to be full of analysis of which brands 'won' based on online buzz around their ads.
All this is good and interesting, and gets what we do in the spotlight. But don't mistake it for effectiveness.
TV brand advertising works hard - but over weeks, months and years, not minutes. Being famous for fifteen minutes is a good start, but just that - a start, not the endgame.
Social buzz is to effectiveness what journalism is, famously, to history - lively, interesting, but just the first draft.
# Alex Steer (07/02/2016)