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Advertising in Disguise: Cough up a Few Million and Call It Social Media

January 7, 2008 by Kami Huyse

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I finally had a chance to read a few back issues of PR Week, they have been sending them to me as a promotion, and I saw an article about a new “social networking site” called Connecting with Cookies.

Cookies offer sweet way for ladies to connect with friends.”

Can they really be serious?

More scary is that the campaign has a $2 to $3 million budget.

The campaign included a survey, which is a nice touch (as much as I love research), but let us not delude ourselves that this is a social media initiative — unless you count a survey about women talking to each other as social. The only interactive part of the site is an e-mail newsletter sign up. Maybe you get a coupon, which would be the only interesting thing about this campaign.

Chalk this up as another example of why most brands should join in a conversation rather than try to create one.

Connecting with Cookies is pure advertising and the site is a brochure. There is nothing wrong with that, but if Pepperidge Farms was sold a social media site, this isn't it.

Worse, PR Week promoting it as such is misleading at best.

Oh, and there is this bridge in Brooklyn that I can sell you…

Filed Under: Crisis Communication

About Kami Huyse

Kami Watson Huyse, CEO of Zoetica, is passionate about great communication. Working in Public Relations since 1994, and blogging since 2005, she has seen trends come and go, but one thing has stayed the same – people are looking for ways to authentically connect. She loves to connect with readers, so leave a comment or follow @kamichat on Twitter and connect there.

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