GUEST AUTHOR – SOCIAL MEDIA
and what’s next
CONVENIENCEandRELEVANCE Bloggingandmarketers
thatmakesservicesonthe Blogsandlargecorporations
Before
rightpeopleismassive
comparedtothevalueofthe
Internetbig–and‘video havealwayshadabitofa
twittering’isn’tveryconvenient love-haterelationship.
Friendfeedwill
outcome,especiallyforamass
product.Thisiswhyoneformof
orrelevant.Itisaneffortandno- Blogsmovedintothe
reallygainmass
advertisingthathasbeen
onewillbothertowatchit.Just spotlightofcorporations aroundsincetheverybeginning
Google‘seesmic’,andIbelieve realisingthepowerofthe traction,itwill oftheInternethasprevailed
youwillbeboredafterfive mediumwhenengadget’s
minutes,maximum! coverageoftheKryptonitebike
sufferfrom
–displayadvertising;banners.
That’swhythemostpopular lockscandalgainedattentionof
clipsonYoutubearetheones themassmedia.Someonehad
whatGoogle,
Nicheandspecific
Advertisingnetworks,after
thataren’tcreated‘virally’,but postedavideoofhowtocrack
Facebookand
sometime,startedtounifythe
clipsofTVshows,films,music anapparentlylockpick-safe
videosandsomeviralhitslike Kryptonitebikelockinonlyafew othermajor
majorbloggersandblogging
platformstocreatea
‘evolutionofdance’. secondswithabicpen.
Thousandsofcustomersheld
hubsofpersonal
doubleclick-equivalentforthe
blogosphere.Ifyouwantedto
WhataboutFriendfeed? Kryptoniteaccountable.Ever
information
reachbloggers,youwouldgo
FriendfeedislikeBloglines, since,marketershavetriedto throughplatformslike
Feedreaderandacontent penetratethe‘blogosphere’with
sufferedfrom
federatedmedia.net,whichholds
aggregator.Itcombinesallyour moreresponsiblemarketing
locationsontheInternet(Flickr, messages.
–abacklashof
relationshipswithamajorityof
theA-listblogs.
Youtube,yourblog,Twitteretc.) Hasitworked?
andcreatesa‘lifestream’ofall Hardly.
usersrealising
Wethinktheblogosphereis
goodformarketingniche
youractivities. Popularbloggerswhodared
privacyis
productstoaveryspecific
Somepredictitactuallywill endorseproductsweresubject groupofpeople.Qualityis
becomethenextGoogle–which tomassivescrutinyfromthe
actually
alwaysrelevant,buttheROIis
isaboldstatement,butin blogosphere,whichconsidered
principlemakessense. itselfagrassrootsmovement
important.
probablyhigherthanabig
bannercampaignonclassic
ButFriendfeedhaswhat unspoiledbycorporate mediaoutlets.
Googlehasn’t–itcanconnect sponsorship.‘Sellouts’were Thismakesitpossiblefor
informationdirectlytothe probablythenicestreactionof smallandmedium-sized
personcreatingit.Itmakes themall,sobloggersbecame enterprisestoactuallyreachan
peoplesearchableandcan wary.ButstillsomePRand audienceatadecentprice
interconnectcontentinamore marketingdepartmentsof (advertisingonblogsdoesn’t
relevantandengagingway.From companiesrealisedthatactively costasmuchandthevolumes
this,itcouldbecomewhateverit participatingandengaginginthe topayforarelogicallynotas
wants–asearchengine,asocial conversationhelpedthebrand high).
‘meta’network,everything andthecompanyreachnew Bigcompanieswithmass
Googleaspirestobe. levelsofuserattention. productsarebetteroffsticking
Isthetimeright? tothebignetworksandto
Idoubtit. Highlycriticalworld networkslikefederatedmedia.
BeforeFriendfeedwillreally So,corporateblogscamealong, Somebloggersenjoyacult
gainmasstraction,itwillsuffer andtheyenjoyed–andarestill following,butifyourproductis
fromwhatGoogle,Facebookand enjoying–quickacceptanceand goodandyouradvertising
othermajorhubsofpersonal afollowinginthehighly-critical campaignfantastic,itwillgrab
informationsufferedfrom–a worldofbloggers. someone’sattentionandcompel
backlashofusersrealising However,withblogsasa themtowriteaboutit.
privacyisactuallyimportant. nicheontheInternet,the
Privacymattersare blogosphereisn’tonebigblock BlundstoneOsterbergeris
increasinglyontheradarof ofpeopleIcouldeasilyreachas manager,Technologyand
peopleconcernedaboutwhat amarketer.Andtheeffortof InnovationGroup,Targetbase
informationgoestowhom. identifyingandtargetingthe ClaydonHeeley.
www.dmi-news.com June2009 23
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