Listen up, ladies and gents. Size matters... At least where social networking is concerned. Speaking at the ISBA annual conference, Diageo’s marketing director Philip Gladman claimed that companies with under one million Facebook fans ‘shouldn’t bother’.


In a presentation dubbed ‘Changing the Game’, the alcohol marketing mogul announced that “size matters”.

“It takes communities of one million to even start paying back on a social platform. Unless you are going to get a million, don’t bother... There’s no point having a little Facebook community bubbling along.”

He advised marketers to “stick it in TV” when distributing funds for advertising. Discussing the viral advertisement from Old Spice – shown below – Gladman noted Procter & Gamble had to spend £14 million in order to make the promotional material a success.

Gladman also commented the infamous “build it and they will come” line from baseball movie Field of Dreams was “rubbish” when applied to social media. Not that anybody had said otherwise.
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