The challenge of social
December 02, 2011 | Online Marketing
The Social Graph (or Network, or whatever you want to call it) should be the single biggest opportunity in marketing history. But marketers are stubbing their toes by the millions in trying to step over the threshold into the golden glow of the online social party.
Search was so easy to “get” for marketers that Google turned it into a self-serve model and became the fastest growing company in history as a result.
For marketers, the very ease of search has caused it to be considered a limited opportunity. Social, on the other hand, seems virtually limitless. It expands into hundreds and thousands of fascinating, if somewhat cloudy, opportunities to connect with customers. In theory, social seems like a marketer’s dream come true. But in practice, it’s an unwieldy animal to wrestle to the ground.
So why is social so awkward to leverage effectively? It’s because the exact same things that make social so promising also make it incredibly unwieldy to manage. It’s part of our lives, which means we’re engaged, but what we’re engaged with is rarely what an advertiser wants to talk to us about.
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