Not Everyone Loves Social Networking

Writing by Brick Marketing on Thursday, 8 of November , 2007 at 5:47 pm

Very interesting article I stumbled across yesterday. It broke down all the aspects of advertising on a social network, and didn’t paint a very rosy picture:

[via Mashable] Facebook and MySpace have created decent offerings that leverage their best assets. But in my opinion, the challenges that social networks present as an advertising medium are likely to lead to disappointment for marketers who expect that social networks can become significant drivers for commerce. This does not mean that marketers will not spend money in this space. To the contrary, many continually spend in areas that don’t deliver results. If you’ve had the opportunity to talk frankly with interactive brand marketers, for instance, most will probably tell you that the CPM advertising model rarely delivers good results. Yet CPM lives on and they continue to do deals. It’s simply part of the “marketing mix.”

I say that you shouldn’t get discouraged. Everything we discuss here is based on letting things grow organically with as little effort as possible on your part, and also as little investment. If you want to pour money in to your social marketing, then, by all means, go ahead, but why not let it be what the name implies? Let the social aspect of it all spread the word for you.

As I’ve discussed before, have contests, form street teams, but whatever you do, let the “social graph” carry you through.

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Category: Social Networking

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