• by Gavin O'Malley , Staff Writer, June 23, 2008

In recent memory, Sprint was responsible for as the biggest sinker during the afternoon panel, “Sink or Swim: The Best and Worst of Social Media Marketing.”

Sprint's TV campaign to get in touch with its consumers invited people to email its CEO, Gary Forsee, only to receive a automated “thank you” form letter.

“I didn't really believe it to begin with,” said Josh Warner, President, Feed Company.

Other marketers guilty of launching socially-driven sinkers? Wal-Mart, for one.

“They can't seem to be honest with the consumer, and that's what keeps messing them up,” said Michael Nicholas, SVP, Managing Director, Carat. To his credit, Nicholas took the time to tell the OMMA audience that Wal-Mart had actually fired Carat.