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News from the Future of Public Media -- Center for Social Media at American University
Apps: The Newest Brand Graveyard
NEW YORK Standing before an overflow crowd of the crème de la crème of the advertising world in Cannes this summer, Nike global director of digital media Stefan Olander explained how the brand saw its mission as building community through applications. He highlighted a new initiative: the Ballers Network, a robust Facebook application built by digital shop R/GA for basketball players to find games and manage leagues. On its Web site, Nike promises it will "revolutionize the way players around the world connect online and compete on the court." Six months later, Nike is confronting a dilemma familiar to many brands that charged headlong onto Facebook: very few people use Ballers Network. Despite its global ambitions and support in three languages, the application has a mere 3,400 users per month. According to Nike, it's still testing the application.
Central to the notion of effective social media participation is the ability to create, publish and share content. The sheer volume of information on the topic of social media marketing makes filtering and prioritizing what’s most important to a specific organization a challenging task. There’s a lot of excitement from marketers and companies but not everyone is exactly sure how to go about it. I think it’s important to focus on the key components of what it takes to deploy an effective social media strategy individually and as a whole.
Fundamentals of Social Media Marketing Strategy | Online Marketing Blog