In this month’s Fast Company, there was a brief profile of Carol Kruse, ESPN’s senior VP of marketing that included this passage:
“Marketers like puppies,” Kruse says of those who delight in new campaigns, then drop them. But social media is like having a dog.
I like that analogy a lot. Everyone loves the puppy, but eventually
someone’s going to have to commit to feeding it, taking it to the vet,
finding someone to watch it when they’re on vacation, and taking it
for a walk a couple times a day.
So when you make a commitment to social media, make sure you
understand that you’re not just getting a puppy. You’re getting a dog.