If a blog or twitter post or email campaign is not providing information that is useful and engaging for most of the people receiving it, it was a waste of time and unproductive. Brand presence is important, but should never compromise brand integrity. The best thing these companies can do is to stop trying to use the latest “tactics” unless they are going to align them to a strong and proven strategy that gives something to their user base.

I like what Nissan is doing for example, and it probably is fairing better than a survey form on their site or sent via email would. Using a resource like twitter to engage users in an informal way, and find out more about the people using your product or service is key here. We now have a way to use technology to get more than statistics, sometimes people look at numbers and try to draw conclusions as to how well a product, service, or company is performing, and once upon a time that may have been good enough.

Now there is finally an effective way to actually “ask” people how they feel about what you and your company are doing and get an actual real world answer about the perception of your brand.

Anyone up to making predictions on the longevity or success of the campaigns from this post?