SwitchedOnMedia and SMM

I was reading Pigs Don’t Fly and found this:

Using banner ads is not social media marketing.

They are simply a traditional, interruption media attempting to use a old practise that doesn’t work in this new space on the Interwebs.

What was that all about, I wondered? Well it seems that SwitchedOnMedia is promoting the use of Facebook Social Ads as a Social Media strategy (SwitchedOnMedia blog is hidden away).

Why use Facebook Advertising?

The breakthough market of Facebook is a flexible advertising channel. We can mine a rich database of potential customers for you, attract participants for market research or build brand awareness through fans who simply appreciate what you do.

As new Social Media channels evolve, we can ensure that you are keeping across trends and taking advantage of new green field marketing opportunities.

The problem is of course, is that Facebook Advertising is actually Heritage Media, in a Social Network. No Social Media in sight. If the consumer doesn’t create it or have control over the distribution it ain’t social media. And yes, that includes viral videos – the consumer doesn’t leave a footprint on those, they are locked down content. And using YouTube as yet another broadcast channel doesn’t mean you are using social media either, in my book. Here’s a post of mine: New/Interactive/Digital Media is NOT Social Media (corrected).

Try calling is “Social Network Marketing” – marketing into social networks as a generic term, and social advertising for ads that are targetted to profiles, with the ability to comment on the ad. So much clearer than confusing everyone with social media which is about getting the social network to co-create media.

By the way, what was the Facebook group called that signed up millions to complain about an ad? I can’t remember what the ad was, but expect to see more anti-marketing campaigns come from consumers being advertised to on their social networks.

Facebook just passed their 100 millionth active member. Not bad, considering they have a high barrier to entry ( you must sign up to see anything and even then you may not find a friend) and only moved outside the walled garden (students only) on September 2006. You try signing up 1/10th of the world’s internet population (1 billion out of 6 billion) over a two year period. And that was half the time MySpace (with their lower barrier to entry, and open network) took.

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

4 thoughts on “SwitchedOnMedia and SMM

  1. HI Zac – I have another link you might like (I didnt link it in the main article correctly) New Media is not Social Media.

    @ Tony Even social ads a la Facebook targetted to my profile are not doing well. There’s a tonne of revenue models for social networks but advertising is the worse performing one.

  2. Very interesting, certainly adds a new element to the definition I had not considered before.

    I think I will post about some of this stuff in the next few days because this post and the one you’ve linked to have a lot of area to explore.

    Keep up the insightful work!

  3. Totally agree. Unfortunately though, the social network owners are the ones responsible for creating the confusion for marketers. I have been on the receiving end of their pitches many times.
    They are purely selling faceless, nameless impressions as you have rightly stated. And funnily enough, none are hitting their revenue targets….

  4. @tony “Unfortunately though, the social network owners are the ones responsible for creating the confusion for marketers.”

    I would argue that most ppl selling social networking sites in AU wouldn’t know what the term ‘social media’ means to be honest.

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