Death by Spam
Social marketing is all about trust. For it to be effective consumers not only have to trust the brand, but social media as whole. If someone is being continually spammed, they begin to lose trust in the platform and are less likely to believe the authenticity of a brand on the site.
Think about it like this. If you’re continually getting spammed on Twitter and suddenly find the “Alyssa Milano” account. Would you instantly believe it was a real account? (In this case, yes that’s her real account, follow it for a good example of how a celebrity and business should use Twitter)
The assault on “social trust” by spammers is a real threat to social media marketing.