Should Brands Just Let Social Media Fires Burn?

It’s news to us, but there are apparently some economists that think functioning fire departments don’t make sense -- at least from an economic standpoint -- for most communities. From a resource standpoint, they think “it’s better to let everything burn,” Eric Korsh, SVP of Brand Social & Content at DigitasLBi, told attendees of MediaPost’s Content Marketing Insider Summit on Monday. Korsh said the same goes for some media and brand strategists, who argue that the cost of funding always-on “newsrooms” and “war rooms” often exceeds the threat of any fire they are designed to put out. Korsh said he doesn’t share that view, but he does believe that newsrooms and war rooms are essentially becoming commoditized among brands. As with most media, the “special sauce” will always be good creative, he said.  

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