Social Media: What's the 'Big Idea'?

NEW YORK The “big idea” for brands in social media to be truly successful has yet to materialize, according to the first Facebook Spark Series of discussions at Advertising Week.

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“[Brands] are not there yet. They are on the cusp. They have the technology and know-how — it’s not for lack of trying or creativity,” said Rick Webb, co-founder and COO of The Barbarian Group.

While the messaging is there, said Webb, the problem is the experience is more interactive and less social.

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