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A debate appears to be brewing in the retail community about whether chatter from social media sites should be viewed as a potential direct marketing research goldmine or as sketchy territory.
Raz Schionning, Web director at American Apparel, Los Angeles, said that feedback from sites like Facebook and Twitter can be as misleading as it can be helpful. Random comments shouldn’t be viewed with any more significance than a snail-mailed customer letter, he said.
“Right now, marketers are so wrapped up in the hype of social media that they pay an illogical degree of attention to it,” Schionning said.
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