1. Social media sites are overhyped and merit much caution on the part of marketers.

2. The campaign rings hollow and deserves being called out as a flop. It’s sick. And I mean sick. Sounds like some dumbfuck C*O caved into peer-pressure and/or wants to be cool, without much concern as to cost.

3. The idea that most any advertising on social media is a waste of money is itself overhyped, as some advertisers *are* generating worthwhile ROI as sure as others are pissing cash away. I suppose it’s just easier to generalize glibly and write off disliked venues.

4. Greg has a good question: does one failure negate an entire field? I think not.

5. Based on the Forrester figures you quoted, I’d say Tide’s problem isn’t social media, per se, so much as being ignorant. Ignorant enough to pay invoices anywhere close $300,000 for a Facebook page, especially when the overpriced and lame agency clearly has no fucking clue what to do.

6. Fear of user comments means you need to rethink your approach. You don’t own the brand, you influence it. If you’re afraid of user comments, then you haven’t reached out to the right people in the right way. Generally speaking, folks don’t cruise the net looking for websites where they can go out of their way to disparage Brand X. That’s silly. Rethink your plan and figure out what you’re doing wrong. Did I mention you don’t own your brand? Get over it.

7. I agree with Adam (and you) that the social media hype has gotten stupid.

8. I also agree with Michael that Tide should experiment with social media. From this particular campaign, they can reach only one conclusion: they need to fire their agency.

9. I agree with Michael that Tide should re-focus on how they can facilitate additional benefits to their intended audience.

10. Timer may be a good idea or not. I think it’s an interesting.

11. Your point about not wanting any further relationship with Tide falls on deaf ears. People don’t want Tide ruining their magazine or interrupting their TV. But it happens anyway. Tide is the cat on your book and the barking dog who disrupts your favorite show. It gets in your face and tries to be involved in your life like every other fucking annoying product and company spending money on marketing. That Tide wants to flirt with dialogue is simply an upgrade to what it’s been doing all along, only this time you get to talk… if you want. If not, don’t participate. Pretty simple.

12. Hey Tide drones, if you want a social media campaign that *will* produce ROI against measurable objectives for a reasonable price, call me.