The New York Times recently ran an article by Randall Stross about Procter & Gamble‘s attempt at marketing on Facebook. While I will give Procter & Gamble credit for at least trying to engage social media, it’s pretty obvious that they are drastically failing.
Stross points out several examples of Procter & Gamble’s botched attempts such as the “Crest Whitestrips” fan page. In this example Procter & Gamble successfully lures around 14,000 Facebook members to become “fans”. However, under closer inspection it appears that the lure was in the way of free movie tickets and Def Jam concerts! They could have easily gotten just as many fans for any of their brands with a promotion like that.