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colleendilenNovember 13, 2012Hi Karl. Great question and one that I <a href="http://warjeqemeky.com">shloud</a> have preemptively addressed in my reply to Jasper. My recommendation is to decouple couponing as a strategy/tactic from social media distribution channels. Successful promotions align the medium, method and channel; however, the best couponing strategies tend to be contained and surgical, whereas the most successful social strategies avail themselves of virality and scale. In my mind, the best deployment strategies are ones that don't risk this incongruence, and tend to target a very specific audience via a discrete channel. For instance, as Jasper suggested, couponing is a viable means of indicating the efficacy of a marketing campaign provided that one is able to reasonably ensure that the redemption is attributable to the marketing effort and not the product of a pass along discount. Most of these type of campaigns actually happen in the good, old-fashioned, offline world (e.g. an offer in a print ad where the pass along factor may be 2x not the 25x that we see online). I also think that opportunities exist for select deployments as rewards for persons with whom you have already engaged. These type of couponing strategies often have a qualifying element to them. For example, suppose that an organization was hosting a special event or program: Perhaps the coupon is only available to members or email subscribers? This is a very targeted effort that both rewards current users for their engagement, while concurrently incentivizing future engagement from would-be users. I have also observed similarly successful re-marketing strategies where a coupon-based offer has been deployed to recent visitors to incentivize a repeat visit. (For example, three months after purchasing a ticket online and, thus, providing an email address, the organization emails a special offer to discount a re-visit or apply the initial ticket cost to a membership conversion). So, to summarize, when it comes to coupons, I believe that other channels (beyond social media) are most effective since they enable better targeting, a more accurate measure of ROI, provide an opportunity to reward/thank current constituencies, and serve to accelerate re-visitation/re-engagement.

Vincent OparahAugust 7, 2012It was very interesting atricles and one can deduce that there are two categories of groups in the use of social media. While the old generation is more conservative in what they put on social media, the young generation are quick to put information out, without thinking it through. In this light, they young generation usually get into trouble through the use of social media.While socail media is good and can be used to circulate information to target audience, it is pertinent to note that there are still millions of people who do not have access to internet and mobile phones. Other means of communication must be exhausted.