Lines becoming blurred between marketing and social media

Last summer, Shanghai was constantly blighted by pouring rain, blocking some parts of the city. A taxi-hailing company came up with advertisements on social media applications which claimed that consumers could book boats from them. There were even pictures showing the locations of the available boats. However, this was nothing more than a practical joke.

Some may say that this was witty and funny. But for others, it was simply taking advantage of people's inconvenience and trouble, especially for those who were stranded due to the heavy rain.

Instead of these firms poking fun at the trouble they were having, they would have much preferred them to offer something substantial to get them out of the jam.