The Title of This Article Explains Why You Will Fail.

I hate seeing things like this “Krispy Kreme’s New CMO to Spend Less, Lean on Social Media.”

If your plan is replace paid media with social media and put the savings in the bank, you are destined to fail. In my earlier post, “Social Media Isn’t Free,” I expressed my belief that any social media campaigns need to be supported with real dollars. To quote every economics professor ever, “there is no such thing as a free lunch.”

Even if you cut your media spend, you will still need money to fund social campaigns. You will need money for community managers, for writers, art directors, strategists, and everyone else who works their collective ass off to make great campaigns happen. And while Krispy Kreme already has a sizable following, it will take real dollars to get those people to engage with the brand.

Related articles

• Krispy Kreme Going Social To Sell Doughnuts (webguild.org)