Social Networking

Jon Njos, Media Director/Partner
Stanton & Everybody Advertising and Design

Far be it from advertisers to wait very long before they find a place to advertise within the current fad. Since America’s youth has brought us all head-long into texting, we constantly are confronted with more, new ways to have instant contact with each other. Not only contact, but put personal information out there for the world to see. Personal photos, discussions between “friends” and that statement of, “whatever is on my mind at the moment,” ie: JON IS: Hoping for world peace and a few new clients to come knocking.

I myself have joined the likes of Facebook and Twitter, just recently. I wasn’t an innovator consumer of these forums. I actually joined them more from a professional standpoint than personal. I am constantly amazed at what people will decide to profess at any given moment of the day, from , “Aaaaahhhh…love that morning cup of coffee,” to “Off to Jacob’s soccer game.” All I can think to myself is, why would someone take the time to sit down and actually type those personal thoughts out, and do I give a damn? But, that’s what it’s about, and we the people of the digital universe can’t get enough of it.

In February 2009, ClickZ internet research reported that over 70 million unique visitors accessed MySpace with Facebook in 2nd at over 57 million, (http://www.clickz.com/3633432). That’s out of the top 25 social network forums listed. I didn’t know there were that many.

Ok, so I can live with the fact that people spend the their free time, and their company time, letting everyone know they have gas, but does that mean it is the vehicle for advertising? It’s like the GREEN initiative. Advertisers and companies have taken a social directive and attached their brand identities and advertising to it in a way that the GREEN idea has been diminished. It has become a “ME TOO” icon for everyone’s brand. Then it doesn’t mean as much to the consumer base.

I’m not saying that social networking isn’t a great environment to play in and promote your brand, but like any media analysis, make sure it fits your brand and marketing goals. Don’t do it because it’s a fad….do it because it has a strategic benefit and it’s tactically implemented to be successful. There is nothing worse than launching something like that only to discover that your intended targets are turned off by it.
Interesting article from today on the societal addiction to Facebook: http://www.cnn.com/2009/HEALTH/04/23/ep.facebook.addict/index.html