为什么有些品牌能在一些区域甚至全球范围成功借势草根运动,同时又能使公司资产得到充分利用,而有些品牌则只能给人以虚伪造作和随声附和的印象呢?网络不能创造出社群驱动型的品牌,不妨想想哈雷·戴维森(Harley Davidson)的故事,但科技确实可以让企业战略的影响更广泛。现在,企业已经可以相当轻松地与消费者直接互动了。可这也正是问题所在。屡见不鲜的是,当营销者说到自己的“社交战略”时,他们的意思实际上只是在社交平 Why do some brands succeed in exploiting grassroots campaigns in some regions and even in the world while making full use of their assets? Some brands, however, can only give people the impression of being hypocritical and appealing? The Internet can not create a community-driven Consider the story of Harley Davidson, but technology can really make a broader impact on business strategy. Now businesses can already interact with consumers fairly easily. But this is exactly where the problem lies. It is not uncommon to see that when marketers speak of their “social strategy,” they actually mean only social