Social Networking is not a Marketer’s Dream
Posted on December 27, 2007 by Chris DeBrusk
This is going to be a short post as I’ve been caught up with holiday stuff but one of the things that caught my eye this week was a whole range of posts and online articles on a recent study by Blue Lithium Labs that ad conversions on user generated content sites are substantially lower than on other sites.
In retrospect this makes sense as people on sites like Facebook are pretty focused on what they are doing - interacting with their friends - and not predisposed to click on an ad that will take away that focus. So social networking does not equal browsing, at least from a marketing perspective.
Of course the important questions is how do you capture a social networker’s attention and get them to recognize your brand or even to spend some money. Welcome to the wonderful world of social introducers. The key here is to get people to pass your marketing message along as part of their normal social interactions. It is very hard to do and no one has really cracked the code in my opinion but if you can pull it off it is absolute gold.
Something to puzzle over as we head towards 2008. Happy holidays everyone.
Sphere: Related Content» Filed Under Social Networking
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