Social Media's Universal Soldiers and Other Metaphors

Describing social media marketing is like . . .


Advertising professionals have no shortage of metaphors to describe social media, and panelists at the IAB MIXX Conference today brought their A game.

There's the dinner party metaphor, where the brand is the host, creating an interactive, entertaining environment for its guests. "The food you're serving is the content," said Karen Premo, a principal at Booz & Co.

Then there are the sports metaphors. Traditional marketing is like football. A quarterback calls one of a set number of plays and executes it, lots of stopping and starting happens, and every player is a specialist of some sort.

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