We recently ran across a television advertising classic: a cranky elderly lady played by character actress Clara Peller peers at a miniscule hamburger placed between two disproportionally large buns and demands: “Where’s the beef?”

The catchphrase took off—and was lifted for other uses, including a hotly contested presidential debate.

This Wendy’s ad is still funny because it neatly summarizes situations where a whole lot of nothing gets sandwiched inside the packaging—just like social media programs without much content.

The people you need to reach want meaningful content, not mindless drivel. Social media (or any other type of media) needs to deliver substantial value to satisfy the appetites of your target audiences. In other words, where’s the beef?

Do you have other examples of critical marketing programs where someone’s forgotten the messaging beef? Drop me a line and let me know.

In the meantime, check out the classic ad. It’s worth a look.