I just saw this short article on a MediaPost email. A couple of things jumped out at me. First was the recognition by both VW and Edelman that a social content marketing strategy must encompass all channels, including (and perhaps starting with) blogs. I applaud the focus."Edelman had previously been Volkswagen's PR agency of record in January. Edelman said its social media work for Volkswagen -- which has already begun -- includes engagement and strategy, community management and content development across platforms, including Facebook, Twitter, YouTube and VW's network of blogs. The work will include social media support for the upcoming launches of the 2012 Beetle and Passat. PR Week on Friday reported that Volkswagen retained Edelman for three years at an annual budget exceeding $1 million. --Les Luchter"
I have to admit that my eyebrows raised a little at the size of the contract. A million dollars is still a lot of money. I'm looking forward to studying this program going forward and attempting to measure it's success. Nothing in the discussion above talked about ROI other than "support." My preference is lead generation marketing, which I would guess is the desire of the dealers as well.
Disclosure: I'm a really, really happy owner of a TDI Jetta and love getting 45 mpg while racing past all those hybrids :-)
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