How many tweets go ignored? How many Facebook statuses? Voicemails? Emails? Post-it notes? Everything is one-way until an audience responds. A response could be visiting a website mentioned in an interesting tweet, buying an item promoted in an email, calling a phone number from a direct mail piece or even just being more aware of a brand seen on a billboard. Social media hasn’t put a nail in the coffin of old media. It’s simply made it easier and cheaper to throw around thousands of one-way communications in the hopes that one of them sticks.
So Yammer can try to say old media is obsolete all they want. Myriad outdoor campaigns prove otherwise. I suspect most of their email marketing and social media tactics have gone relatively ignored until now. It took old media and a debate-inducing message to get the most attention they’ve probably seen in a long time. So congratulations to them on stirring the pot and getting some attention. This billboard is probably working like gangbusters.
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