Andrew Teman

Better actually needs to be better. Not better conversations. Better reality, from which come the values that consumers affirm (and which brands used to claim). A Facebook “like” or Twitter retweet don’t take the place of that substance; they’re simply the mechanisms for propagating it. A funny video on YouTube or Vimeo that doesn’t have an ounce of the “Reason To Buy” that an ad would have isn’t an improvement as much as a snack of empty marketing calories.
P&G’s Social Media Orthodoxy Could Sink Its Innovation Progress