There is a dangerous beast preying on unsuspecting organisations who want to get into social media. This beast is the web1.5 agency or campaign. This is a campaign that purports to be a social media campaign, because it uses the tools of social media, but in reality is an old-fashioned, conventional one-to-many mass message approach.
How do you spot these beasts?
First – if it comes from a traditional ad agency, it will almost certainly be a 1.5 approach. Continue reading