Chipotle's recent marketing stunt in which it "hacked" its own Twitter feed to get people talking about the brand may seem like an appealing tactic, but it risks eroding the trust of consumers, says Andy White, Sprout Social's strategy director. "When a campaign becomes better known for its machinations rather than its results, then it is at best chatter for those within the social media glass bubble, and at worst the alienation of the community," White said.

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