Moreover, many of these activities and campaigns are sporadic and are not part of an overarching strategy to engage their audiences. At some point, their audiences will turn away because these marketers and their brands fail to realise a truism of new media: that if they want to succeed, the brand needs to become content generators. They must become media themselves. And what they need to churn out is content–that is relevant and useful to their audiences, not some cheap short-term thrill.
What is more disturbing, however, is what harm this short-term gains could potentially do to the digital influencers who, so far, have been a genuinely refreshing new force in the influence sweepstakes.