Nickname: brian katz

Review: The hijacking of "social marketing" is an example of the misunderstandings that seem to plague "new media" marketing. There is also the question of trust. You can tap into social networks, but you do not want to further alienate an already distrustful audience.

Date reviewed: Sep 11, 2006 10:52 PM

Nickname: craig lefebvre

Review: First, thanks for referring to the marketing (communication?) phenomenon as social network marketing. When groups like Jupiter Research try to appropriate other terms already in use (social marketing) to describe what is happening in this location, it demonstrates sloppy thinking about what is going on here. Two other points to consider: The use of social networks that you describe seem to new examples of the old approach of place-based marketing - reach them (the target audience) where they are, and as such, the use of profiles and other static communications and advertising do not seem to be much more than digital billboards. Second, the nature of social media allows one to develop 2-way communications efforts as well as stimulate already existing social networks the audience has. Yet, very few campaigns seem to be taking this more media-rich approach and instead focus on bringing the broadcast model to the show.

Date reviewed: Sep 11, 2006 8:42 PM

Nickname: thyme

Review: Launching off from the 1Up.com gamer-based social network site. Automobile companies can reap huge ROI by checking out www.flirtingintraffic.com, where drivers are able to contact other "attractive" drivers when they see that person's coded sticker on their car--then contact them and socialize online. With gas prices decreasing because of the forthcoming elections, people are flirting way more. Beep, Beep. Thyme

Date reviewed: Sep 11, 2006 7:01 PM

Nickname: Jason Freidenfelds

Review: Engaging younger users using social networking sites is a great idea. But are MySpace and Facebook the best places to do it? Consumer advertisers would be wise to consider more targeted websites like 1UP.com, the first social networking and news site for videogamers (where I work). Our audience spends about double the average on consumer goods like clothing and shoes, not to mention DVDs and electronics. The big sites are the obvious choices, but they aren't the best bang for the buck -- select segments like gamers are a much higher-yield target, and niche sites like 1UP.com can give advertisers much greater share of voice so they're not just shouting into the din.

Date reviewed: Sep 11, 2006 5:40 PM