Mark Higginson

Manifesto
How attention flows on the web

25 March 2011

Pepsi Refresh was an online social media initiative in which Pepsi gave out 20 million dollars. They also spent many millions more in support of this initiative. The results are now in. It has been a disaster.

Social Media’s Massive Failure

The social media boosters in the marketing industry have been in complete denial that no-one actually wants ‘a conversation’ with a brand. I also enjoyed the skewering of the tenets of The Cluetrian Manifesto in the post. Championed by many of these same marketers there is little compelling evidence of their self-aggrandising notions.

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