A few weeks pass and now Skittles is back to zero. One of our critiques of social media campaigns is too many try to either buy into human networks (paying bloggers money or gift cards or charitable hooks for written mentions) or they “stunt” their way in. Stunting means pulling off a one-time idea that goes viral out of sheer novelty, but never can be repeated.
Are any of these approaches really sustainable? And if not, what can you do to maintain a message in the online idea marketplace?