XFinity Strikes

The media and the blogosphere are having a predictable field day with Comcast’s rebranding effort, raising questions both about the need for and the likely effectiveness of  the campaign with customers.  What surprised us, since the purported reason for the rebranding was to get customers excited about the speed and breadth of its online offerings, is the complete absence (so far) of a social media strategy to go with the launch.  An essentially blank Facebook fan page (two fans) and a non-tweeting Twitter account called “XFinityCares” are the extent of the visible signs of a customer engagement in social media.  Perhaps the launch date of February 12 will reveal all, but in this era of hyper-instantaneousness, it would seem that a simultaneous MSM and social media coming out would have been logical, even expected.


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