Interesting article on Advertising Age. It all seems to make sense but I take issue with a quote from a Coke executive:
Since June, Coke’s follower count has grown from about 50,000 to 122,000. Nice, but hardly the kind of scale Coke needs. “My job is not to play around with tens of thousands of people; it’s to play around with millions of people,” said Michael Donnelly, Coke director-worldwide interactive marketing.
One of the central concepts of The Long Tail, as I saw it, was the idea that you had to serve as many market sectors as possible – since you can no longer bring together one huge group in one spot.
Now I understand that Mr. Donnelly has a marketing budget to deal with so it is not an apples to apples comparison. But here is the central question for us. Would you take the time to post a forecast on a platform that had only one user? What about 10? 100?
At what point is it not “playing around”?