• by Gavin O'Malley , Staff Writer @mp_gavin, August 22, 2014

Failures equal success for a marketing industry trying to figure out popular new social platforms like Snapchat and Vine. That's according to Dave Rolfe, Director of Integrated Production at BBDO. “If we rotate failure, that’s the liberating [model]," he told attendees of MediaPost’s Social Media Insider Summit, on Friday. That’s not to say Rolfe isn’t “mortified” by Snapchat and similarly untested networks. "If you use Snapchat, you're going to fail." In return, however, brands can improve their approaches, and, just maybe, discover their voices and what they want to say. Better yet, marketers that can adapt to an increasingly complicated social media landscape might just survive. And, increasingly complicated it’s getting. Jason Mitchell, cofounder of social agency Movement Strategy, said to expect greater fragmentation. “The big social network is not as cool anymore,” he said. Rather than a fad, meanwhile, the anonymous social networking trend sweeping the industry is here to stay, said Carmen Sutter, Product Manager at Adobe Social.