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Social Media as a campaign mechanism - quick quote

Love this quote from a Memeburn article about the J&B Start a Party social campaign in South Africa. It's spot on, highlighting the delicate balance between ease of use, viral and ego that social campaigns need to have:
When asked why so many great campaign ideas on Facebook never go anywhere, Zylstra reflected that “often, the barriers to entry are just too high. People are inherently lazy, and if a campaign is just too clever or complex, they won’t go with it. You need to understand the behaviour that is driving social media if you are going to make it work for you.”

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