A sample of the article can be found below:
The rush towards a social media utopia has been likened, in some marketing circles, to the great Klondike gold rush in the late 19th century. The promise of instant wealth for many of those prospectors turned out to be a pipe dream. A few made it rich, but tens of thousands endured bitter cold and deprivation, to return with nothing but debts and frostbite.To read the full article, visit the event industry news website.
Some marketers have been swept up in this kind of herd behaviour, believing that if their competitors are actively pursuing social media, they should be too, whether they have the expertise or not. But if social media success was that easy then surely everyone would have struck marketing gold by now?