Why social marketing should be a reflecting pool

08/13/2014 | Strategy+Business online (free registration)

Many consumers are merely seeking self-validation when they use social media, so marketers should respond by trying to make users feel special, writes Catherine Palmieri. Examples of such campaigns include Coca-Cola's personalized bottles and AMC's "Mad Men Yourself" tool, which allowed users to create 1960s-era avatars of themselves. "Your brand message is irrelevant; what matters is what you reflect back," Palmieri writes.

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