‘Social media disconnects’, or when consumers unfriend/unlike or unfollow as a result of a social media marketing initiative or campaign, isn’t a term in many marketers’ vocabulary.
Perhaps it’s time for that to change.
At the second annual Goldman Sachs Social Media Forum earlier this spring, Wendy Clark, SVP of Integrated Marketing Communications at Coca-Cola, covered a lot of ground with fellow panelists, including the topic of how highly engaged social media participants can shift to higher consumption patterns.
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