Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
Social media has enormous potential for blue-chip companies, but it also has plenty of hot air. Walgreen’s director of social media Adam Kmiec took to the stage at Digiday Social. That’s why one of the most valuable role he plays in Walgreen’s is serving as a reality check. Kmiec compares the social media today to the overheated expectations of the Web back in 1997. That’s led to the rise of social media gurus, such as Chris Brogran, who charges $22,000 per day for consulting and is already writing a book on Google Plus for business. “We have consultants, agencies, we have ‘strategery’ groups who are all selling this hype internally on a daily basis,” says Kmiec. But much of the promises don’t add up. Look at social wunderkind Dell’s performance against Apple over the past few years. “Do you know what Apple’s social strategy is,” Kmiec says, “great freaking products.” Watch his full presentation below.
More in Media
Digiday+ Research: Dow Jones, Business Insider and other publishers on AI-driven search
This report explores how publishers are navigating search as AI reshapes how people access information and how publishers monetize content.
In Graphic Detail: AI licensing deals, protection measures aren’t slowing web scraping
AI bots are increasingly mining publisher content, with new data showing publishers are losing the traffic battle even as demand grows.
In Graphic Detail: The scale of the challenge facing publishers, politicians eager to damage Google’s adland dominance
Last year was a blowout ad revenue year for Google, despite challenges from several quarters.