Social Media Marketing, An Hour a Day: Social Platforms
When advertisers run an ad campaign on television, they may get 30 seconds or so to get a viewer’s attention. It’s a form of one-way interaction (since a person cannot interact with a television) and it’s an interruption that most people choose to ignore. When you turn it around and start comparing advertising on the Web, it’s slightly different.
A Few Notes About Interruptive Advertising:
When you’re watching television, you are typically watching it to relax and be entertained. When you are using the computer, you are typically using it to relax, be entertained, communicate with others and quite possibly gain knowledge. Therefore, when you throw advertising in in the form of commercials, pop-up ads, or banners, it’s an interruption- an annoyance. However, most people accept television commercials the same way that Internet users accept banner ads and pop ups: they are a tradeoff and something that can be ignored.
Evans cites Myspace as an example stating that most people know and understand that the reason Myspace is a free service is due to the presence of advertising….EVERYWHERE. The reason that the majority of social networks online (i.e. Facebook, LinkedIn, etc.) are free is due to the presence of ads, so I guess the ad people must be doing pretty well. However, if you’re anything like me, you never click on the PPC ads on the sidebar which begs the question that Evans brings up: If you knew that no one was watching, would you still pay for the ad?
On the Internet, the only real way that your advertising message receives any attention is if people are interested to begin with. If you depend on iterruptive advertising to earn revenue, then you might as well pack up your bags now. This is why so many ad campaigns have turned towards social networks and microblogging services such as Twitter. The thinking is that if you generate enough of a buzz about your product/service to a targeted audience, then eventually you will succeed in having people purchase that product/service.
Participation is Everything
On the Internet, the social media element demands your full attention and presence. According to Evans:
On the Social Web, if your profile isn’t up-to-date, if you’re not commenting, if you’re not making connections, you don’t exist.
The Main Points According to Dave Evans
- Social networks lend themselves to direct participation.
- Participation and transparency are central to success on the Social Web.
- You can tap existing social marketing applications that operate within leading networks.
- You can use white-label platforms to implement your own community and support services.
June 29 2009 02:00 am | Reviews (non-paid) and Social Media and Social Networking
Social Media Marketing, An Hour a Day: Social Platforms | Create … | Unemployment Killer's Daily Blog on 29 Jun 2009 at 11:15 am #
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Hammer Mills on 29 Jun 2009 at 2:13 pm #
What you said about interruptive advertising definitely rings true. I never click on those ads and am especially annoyed when they interrupt what I’m doing. In fact, if my attention is brought to the ads due to an interruption, I associate negative feelings with that ad (and its brand) so it actually might decrease the likelihood that I will purchase from that brand in the future.
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ivy on 30 Jun 2009 at 4:51 am #
“On the Social Web, if your profile isn’t up-to-date, if you’re not commenting, if you’re not making connections, you don’t exist.”
This is nice.. and its totally true…