Social Networking and the big lie

I started with Friendster and Then Myspace was the rage. Now Facebook. And even more current Twitter is the newest in new. With all these services the same thing occurs over time. Clutter Creep. Initially it was great reconnecting with friends on Facebook. Or connecting on Myspace (I am into music). But over time when you finally have enough ‘friends’ you can not keep up with everyone. My old High School friends? Rarely ever see even a post from them on my front page since the initial ‘Hey how have you been exchange’. And while Brands, Musicians, etc think this is a great medium to broadcast updates and news, most gets buried in the clutter. Normally I log in check my email….and just like with standard email I delete 90% of the broadcast updates without opening them. And to reach me me through updating what you are up too….if your not on my front page when I log in…I will never see it. I never check my wall so I never see anyone who is posting to my own updates.

Clutter Clutter Clutter!

And thus is the reason why Advertising is a failure on Social Networks.

In my opinion the true value of a Social Network for a brand is to reach the people outside of the network not inside…but to use the information from inside to help narrow who you send your advertising too.

Think of this scenario. Coke wants to launch a loyalty campaign. So they send a message to all their fans on Facebook. Well as I just mentioned since all the broadcasts to my email are ones I opt in for and each possibly important or of value. The fact is if I have 200 of them to go over 90% get deleted without opening. What about just posting on their fan page? Well I am fans of a lot of things but I also never go to any of those fan pages, or have so many I don’t have the time. This is not a dilemma. This just means Social Networks are not a great medium to use (though they are CHEAP!).

As for damage control from attack campaigns. Well is this different than email? Not really. In reality the big worry should be search. Coke does not want someone to Bing ‘Coke’ and have all these anti-coke blogs pop up first. I personally do not think Social Networks are all that more powerful than TV or Blogs or even a bad write up in Consumer Reports.

The other big deficiency in Facebook is the lack of a true profile page. Their set up is very weak. It is not an information service it is a communication service.

And Brands need to understand they are already inundating us with Advertising everywhere. On TV, Radio, out of your home driving around, in stores, in print etc. So why they feel they have to intrude on every single personal space we have to be successful is because Agency’s are snowing them into thinking this is the way. But really it only enriches the Agency’s.


About chiefalien

Howie Goldfarb with 20 years of Sales and Marketing experience founded Blue Star Strategic Marketing in central Vermont to serve as the objective and strategic adviser of brands to help them grow and thrive. His Degree in Finance and 14 years of B2B sales to Fortune 500 companies gives him a CFO’s view of marketing. Thus bringing a dose of reality to the confusing world of jargon, spin, and hype. Also playfully known as the Chief Alien of Blue Star Strategic, Howie relishes his role as an industry outsider. A native New Yorker and former Angelino, he currently lives in the Green Mountains of Vermont and is still seeking his first moose sighting. His passions are living life, art, music, the outdoors, he tries to cook and loves the Vermont Fresh Network – local sustainability initiatives like farm to table and buying local.
This entry was posted in Facebook, friendster, myspace, social networks, tribe, twitter. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s