socialmedian: Forrester Report: Best And Worst Of Social Network Marketing, 2008

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Forrester Report: Best And Worst Of Social Network Marketing, 2008

Submitted by Hyperkinesis

Jul 25, 2008

Summary

It’s true, most social network marketing isn’t being done effectively, why? Many brands (and their agencies) are deploying “interactive marketing” (user to website) experience rather than relying on the tools of social networks “social marketing” (member to member). As a result, many brands are wasting their time, money, and resources to reach communities in social networks without first understanding that the use case is very different than a microsite campaign. Don’t just take my word for it, research from Deloitte also suggests the same –WSJ (link via Fabrice) Read the full article

Comments (3)

Jtedford,

Jul 25, 2008

I've been watching this trend since leaving a traditional agency a few years ago trying to shift clients perception about advertising to vs. engaging with users in social nets. 2 years later, its still just easier to let media agencies do a "buy" and creative agencies to add some design and check the social networking box. Even so, I'm encouraged by the progressive clients (the few, the brave) of my firm who are building community and connections in soc nets via applications, games, groups, pages, and social ads. There's hope!

Thomaspower,

Jul 25, 2008

How useful is this, first impression poor.

Kendra,

Jul 26, 2008

True social networking is a difficult concept for companies to get their heads around. But I feel they will make the transition ultimately and I envision the smartest companies creating social networking groups within marketing departments. Social networking is time-consuming, but make and commitment to it and you will see a payoff.