Marketing in social media not a success in 2008

Interesting article in Clickz, that says:

creating campaigns for social platforms is hard work that frequently produces marginal results, and upbeat case studies are few and far between.

“Not many marketers have really cracked the code,” said Amy Auerbach, SVP and director of digital at Initiative. “It’s such a utility for Web users.”

Google is one firm whose efforts on social networking sites are “not monetizing as well as expected,” according to previous CFO George Reyes.

Reyes and co-founder Larry Page told investors back in January that the firm has done “lots of experimenting” with social network advertising. Google represents ads on MySpace, its own Orkut service, and numerous other properties.

“We have a huge amount of social networking inventory,” said Page. “It varies quite a bit how well we monetize, based on a number of factors, some of which we understand, some of which we don’t.”

But these breakaway hits are by and large exceptions to the rule. And the rule is this: Marketers can’t easily build awareness on social media sites — not yet anyway.

“Social media is a good data mining tool for sure,” said Auerbach. “Beyond that, in terms of marketing to people while they’re at social media destinations, it’s not as good as we’d hoped.”

It’s true, that when I am interacting socially on Facebook or Orkut with my friends I really don’t want to click on ads. And I also don’t like becoming fans of most brands.

About Gautam

Gautam is a HR professional interested in how emerging technologies are impacting work, careers and organizations.

Posted on January 6, 2009, in social media and tagged , . Bookmark the permalink. 2 Comments.

  1. I think the title is misleading and extreme, and your comment is underwhelming.

    Marketing is a broad term and clicking on advts is just a part of it, the other portions which are key are building impressions and awareness. the easiest example is your blog – people are forming opinions as they read the blog, very similar to the intent behind a TV or Print Advt. I would tend to agree that click throughs from social networking sites are low and impressions are hard to measure but it does help form opinions.

  2. Nice & useful blog…
    Didier Grossemy says that Digital is no longer the “under dog” of the marketing world, campaigns and strategies are now built around digital media with digital media becoming the centre piece of any activity, so a digital agency really needs to work at that strategic level with their clients.
    Didier Grossemy Blog |Didier Grossemy On Linkedin | Didier Grossemy Profile

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