Thanks to Andy Lark for drawing my attention to this.  Another disasterous attempt at a social media campaign that highlights the points I made in my post yesterday.  Qantas is using social media in the wrong way, chasing the wrong type of engagement.  They are simply dragging a traditional marketing approach into social media.  Organisations have to recognise that social media is fundamentally different (see land and sea analogy here) and thus requires a fundamentally different approach (see also post on wasting money here).

Update: And someone has now given it The Hitler Treatment – brilliant.