Corny, inexplicable YouTube videos featuring low-rent animations. Expensive, unhelpful efforts to get attention on social media. The web marketing efforts of a mid-range Toyota dealership in Fort Worth? No. This is apparently the outreach strategy employed by our very own Department of State.
IIP's four global thematic English-language Facebook pages had garnered more than 2.5 million fans each by mid-March 2013; the number actually engaging with each page was considerably smaller, with just over 2 percent "liking," sharing, or commenting on any item within the previous week.
Or, as the IG drily notes, "A consensus is emerging that developing numbers of Facebook followers and Twitter fans may not lead automatically to target audience engagement." This is a consensus that emerged in the private sector some time during the Bush administration.