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Facing Criticism, Molson Ends CGM Facebook Contest Early


Stay sober for Facebook

Molson has ended a promotional Facebook contest a week early, stating the contest — which invited college students to post pictures of themselves partying — was misinterpreted by those concerned about user privacy.

The contest ended Friday after complaints and published criticism from university administrators and students. At stake was a trip for five to Cancun, worth about $8,000.

Complaints revolved mainly around how the contest appeared to encourage users to post images of themselves behaving irresponsibly — specifically, partying with bottles of Coors — a topic of increasing sensitivity when paired with concerns about online reputation protection.

In August, Sophos found users tend to reveal too much about themselves on Facebook. More recently, Adrants covered the tale of an intern who called in sick at work, then posted images of himself at a party that same night. The images were later found on Facebook, then blind-copied to all employees at his office by his boss.

Despite its campaign's shortcomings, Molson believes much was learned about how best to conduct a social marketing campaign, whose elusive successes continue to draw interest from marketers.

According to The Globe and Mail, 46 percent of business leaders say social media tools are becoming more important than mass media. Eighty-five percent believe forums have become an essential component to the marketing mix.

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