Social Media Sweepstakes: Brief Encounters
Hill Holliday's SVP of digital strategy, Mike Proulx, says shortcut tactics won't make long-term relationships. "One’s fandom on whatever social platform grows (and sticks around) if you’re giving them awesome content," he says, adding that the brands that have good content and services get mileage. "There is too much emphasis on contests, sweepstakes, custom Facebook tabs, and buying followership. There are no shortcuts in social media."