Interesting article on the importance of investing in ongoing campaigns by companies who are trying to build communities and engage their clients in conversation. Includes the following Maggie Fox anecdote :
Maggie Fox remembers when she had an epiphany about social media marketing. Her young agency had taken on a campaign from Harlequin Enter-prises to promote the horror novel « Blood Ties. » The campaign generated quite a following on MySpace.com. Until its 14th week. That’s when the budget ran out, new content wasn’t generated and the program’s momentum ground to a halt.
« It just faded, » said Fox, whose Toronto-based Social Media Group now has eight employees and counts Ford Motor Co. and SAP among its clients. « The content dried up, and there was no one tasked with ongoing engagement. »
Full article here.