Commentary

What's The Social Advantage?

Why bother with social media. For TurboTax, "We want to get more consumers, and we want to keep the ones we got," says Christine Morrison, Social Media Marketing Manager for TurboTax. "It took us a while to get to that [idea] crystallized," she said. Don't think of TurboTax as a particularly social brand? Well, "We are known for our online communities," insists Morrison.

Believe it or not, the brand's social efforts are actually "organized around sales," Nick Collier, SVP, Interactive Creative Director at Dailey, TurboTax's creative agency. The brand's first campaign – featuring Vanilla Ice doing a little "tax rap" – had a budget of about $250,000. Collier said they measured earned impressions, which the brand was pretty happy with. Apparently, the tax rap led to a story on CNN. Yes, It was "pretty far away from the core" of the product, admitted Jason Simon, SVP, Director of Interactive Services, Dailey. Still, "Even with that (early effort), we were still circling around the product," said Collier.

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