Our look at the most - and least - engaging social media

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Our look at the most - and least - engaging social media
Our look at the most - and least - engaging social media

Last year, Old Spice scored with spokesman Isaiah Mustafa and a campaign that generated more YouTube views than Obama's victory speech. Now, the brand pits Mustafa against a new character, Fabio, who challenges him to a duel for the "Old Spice Man" title. They have since been duking it out over social media. With well over 1.5 million fans on Facebook and 150,000 Twitter followers, the campaign's success is in its interactive nature. Followers conversed with both competitors over Twitter and created YouTube video responses.

Tyson Foods launched a Facebook page in September to spread hunger awareness, which coincided with Hunger Action Month. Consumers were asked to vote for one of 10 U.S. food banks, with the top three each receiving 30,000 pounds of protein. More than 26,000 votes were cast in 11 days. Despite enabling consumers to poll their Facebook friends, Tyson may have left votes on the table as consumers weren't automatically sent to the voting app and may not have been able to locate it. 

Claussen Pickles' "Conquer the Cold" Facebook contest, which launched in October, encourages consumers to submit snapshots of themselves next to jars of Claussen Pickles in the refrigerated section of grocery stores to be entered for a chance to win an all-expense paid trip to Iceland or Alaska. The contest is an extension of Claussen's supermarket explorer campaign, which features YouTube videos. Encouraging consumers to submit photos to depict brand advocacy is not unique to Facebook sweepstakes, and offering a trip to Iceland is not the most 
attractive incentive, which is likely why at time of print Claussen had only 97,000 Facebook fans.

The Climate Reality Project, led by former VP Al Gore, urged citizens to spread the word about global warming via social media — but the campaign failed to generate much heat. It invited users to install an app allowing their messages to be posted on Facebook and Twitter, but a survey by Sophos had just 2% of 1,800 people polled deeming it effective, with more than one-third of respondents expressing privacy concerns. Talk about an inconvenient truth.

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