The Olympics will soon set social media on fire, but your business probably won't be able to talk about it.
In 1968, the Japanese chemical company Toagosei began selling a fast-bonding glue called Aron Alpha. The name didn't exactly roll off the tongue. But neither did the glue's chemical name, which was cyanoacrylate. As company legend goes, a Toagosei executive playing with the product was shocked at how fast it worked and exclaimed, "This is the crazy glue!"
Social marketing has always seemed dangerous for brands, and that's simply because things can go badly in real time. We've all seen the #fails.