Will advertisers ever make a serious dent in social media?
This New York Times article, “Advertisers face hurdles on social networking sites” by Randall Stross does a great job on the topic. I have to call out a quote:
Mr. Goldstein of SocialMedia Networks describes a self-perpetuating cycle in social networks: “Advertisers distract users; users ignore advertisers; advertisers distract better; users ignore better.”
Brand advertisers on Facebook can try one of two new approaches. They can be more intrusive but the outcome will not be positive. Or they can create genuinely entertaining commercials, but spend ungodly sums to do so.
Harder still: Popular social media blogger Chris Brogan got a whole bunch of people in a tizzy (145 comments and counting) because he accepted a $500 sponsorship from Kmart. The imbroglio spawned a whole bunch of other blogs to talk about it. (Here’s one — “The problem with Chris Brogan’s Kmart promotion” — where I chose to comment.)
What say you?
Is there any money to be made writing free content?
Do advertisers have a chance in this medium?
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