Can social marketers tap into World Cup fever?

07/2/2010 | Advertising Age (tiered subscription model)

The World Cup has been a victory for social-media advocates because the event is generating unprecedented buzz and sending fans flocking to digital-media sources and social platforms in search of news, video clips and chatter about their teams, writes Pete Blackshaw. The tournament constitutes a "historic inflection point" for social marketers, Blackshaw argues, offering a chance to springboard social strategies to the next level and convince even the most skeptical middle-managers of the medium's potential. "Even if you sat on the ad-spend sidelines this go-round, you still need to play on this marketing field sooner or later," he writes.

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