Jose Antonio Vargas from the Post has a good article up about the John Edwards campaign’s presence on a mind numbing 24 social networking sites. The experts quoted in the article are all complimentary of Edwards’ efforts in the social media space. I think the story is missing one thing: a strong statement of dissent.

So let me repeat that I think 24 is way too many sites for a campaign to maintain a presence on. I don’t think it is good strategy.

The whole thing takes me back to the peanut butter mainifesto written by Yahoo’s Brad Garlinghouse in response to his own company’s meandering stategy.

I’ve heard our strategy described as spreading peanut butter across the myriad opportunities that continue to evolve in the online world. The result: a thin layer of investment spread across everything we do and thus we focus on nothing in particular.

I hate peanut butter. We all should.


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About the Author
Todd Zeigler
Todd Zeigler serves as the Brick Factory’s chief strategist and oversees the operations of the firm. In his sixteen year career in digital, he has planned and implemented campaigns for clients including the Pickens Plan, International Youth Foundation, Panthera, Edison Electric Institute, and the American Chemistry Council. Todd develops ambitious online advocacy programs, manages crises, implements online marketing strategies, and develops custom applications and software. He is bad at golf though.