While reading an #AdAge article today, it dawned on me… we have yet to see how social will really play in the marketing mix. The article – “Facebook Warns Brands that Scale in Social Won’t Come For Free” – explains Facebook’s position that marketers are going to need to increase their expectations of cost when it comes to reaching the large audiences they’ve amassed. Here’s a provocative question, do consumers agree to the value exchange? Do they believe in giving up their personal information and being exposed to ad impressions? Sure, they agree to terms and conditions, but do they reciprocate that interest by clicking, buying and advocating the advertisements?
My prediction… the game has hardly started, we don’t yet know the players and it’s too early to calculate the final answer… but todays’ consumer will win.
My humble opinion… social media sites are perceived differently than other consumer tools and destinations. It’s a very personal experience that will prove to result in strained relationships as technologist and marketers attempt to monetize. Consumers add content, share it with others and increase their networks… for themselves. Intervention by external forces who attempt to shift the value equation for the consumer, from participation to monetization, will result in flight to the next “cool” thing. Search engines, blogs, portals and commerce sites have familiar business models and rather predictable consumer interaction and reception. I don’t purport to speak for all consumers but it seems to me that the familial, personal interaction with social sites serves a vastly different purpose on the part of the consumer.
I’m just say’n… but do mark this date on your calendar:-)