Over the weekend, the New York Times ran a good article about the current state of advertising on social media sites. The upshot: the average person goes to a social media site to be social, not to consume advertising or befriend laundry detergent.
I think one thing that is frustrating traditional “advertisers” is the fact that social media works much more on the old PR model, and that marketing/advertising/PR are becoming less and less distinct disciplines in this environment.
For real though – who is going to be an active contributor to Tide’s corporate page? Who has the time? The challenge for brands is being creative and delivering – yes, I’m going to use those two magic words again – valuable content. Apparently that doesn’t include a gallery of “America’s Favorite Stains.”(ps it’s a work-safe link.)
On the other hand, it will take a while, but behavior on Facebook will likely include shopping one day. I came very close to shopping at the Met’s store for a Christmas present because of an ad on Fb. I clicked through to the site and browsed. For me, that’s as much of a conversion as they’ll ever get because I am, at the end of the day, very cheap. I’ll go back after the holidays and buy ornaments for gifts for next year. I’m in that, much reviled-by-my-own-profession demographic.
And while Tide’s stain-o-rama page has fewer than 500 fans, the Met’s page? More than 35,000, including me. And I get valuable information about events and exhibits right there in my notifications, without having to search it out.
And if you want to talk about being really valuable to your constituents, look at the Brooklyn Museum’s ArtShare application, which allows people and museums who are passionate about art to share it on Facebook. It’s that kind of thinking that will win you a Groundswell Award, as well as distinction as an innovator in your field and exposure to an audience that might never have heard of you otherwise.
Now, if you’ll excuse me, I’m off to share some Hopper with friends.