Social media has been oversold, misused by marketers and could now be beginning to decline, according to marketing commentator David Chalke, who spoke at an event organised by media agency PHD last night.
Chalke, a strategy planner and consultant on the Australia Scan project at Quantum Market Research, told Mumbrella that disillusionment was settling in to the market because social media had been “massively oversold”.
“Snake oil salesmen have been telling us that this will fix all your problems,” he said. “For some brands it’ll work. For others, it’s a complete waste of time.”