Why movements are more powerful than campaigns

06/3/2010 | SmartBrief/SmartBlog on Social Media

Fiskars, a venerable scissors maker, credits its fan community with boosting sales 300% and generating 13 product ideas each month. The key, writes Andy Sernovitz, is that it saw its community as an enduring movement rather than simply a PR campaign. "While campaigns are an on-off switch, movements are volume dials with no zero," Sernovitz writes.

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