I have some questions on social “media” prompted by Mike’s post and in particular the comments the post received.
First, can we please agree that social applications and social media are different ideas that sometimes happen together? I think creating this difference would dramatically help the social discussion along by focusing it and making sure people understand exactly what is being discussed in context.
Now, I suppose you could argue that the comments, pods, and so forth are “media”, to which I would ask, then what is your definition of Content? You can’t have it both ways. If Comments are Content, how about Social Content and Social Media as two different ideas?
Personally, I think social applications are great and social as media is DOA – the context of “social” is anti-media, it’s the opposite of media and with rare exceptions not a great place to advertise.
Second, as an attempt to start looking at the “impact” or the value of social applications from a Marketing perspective, let’s try a comparison. A customer wants to make a positive comment about my business, but only has the time to make one positive comment.
Customer gives me the 3 choices below for the comment:
A. On a discussion board with 5000 members who actively discuss issues surrounding my business
B. In an e-mail or discussion list with 5000 members who actively discuss issues surrounding my business
C. In a social application where 5000 members friends or visitors read the positive comment by a person who actively discusses issues surrounding my business
Let’s say each of the 3 choices will get me exactly 5000 exposures of the comment to the audience.
1. Where should I tell the customer to comment in order to generate the greatest impact?
2. Is your answer different if deciding which environment to buy a display ad, as opposed to having a customer comment?
Opinions? Conjecture? Facts?
Is there any difference in Marketing impact between A, B and C? If I’m asking the wrong question, what is the right question?