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Understanding and Aligning the Value of Social Media

Understanding and Aligning the Value of Social Media | FutureNow’s GrokDotCom / Marketing Optimization Blog

By Bryan Eisenberg | November 7th, 2008

The economy still weighs heavily on everyone’s mind, and we’re seeing drastic changes in traffic patterns. Hopefully, with changes in the U.S. political climate, things will turn around a bit.

Over the last few weeks, I’ve also been watching many self-proclaimed marketing gurus speak of social media’s role in filling in the gap during the economic downturn. While social media should be a part of any forward-thinking and transparent company, I would urge caution if you believe that you can monetize it easily or quickly. It’s also not a magic pill for traffic building.

But for those who think I’m a naysayer, I must admit I am a social media addict. I will also go on the record to say that you can successfully use social media for marketing.

The biggest problem I have with the term “social media” is that it isn’t media in the traditional sense. Twitter, Facebook, LinkedIn, and all the others I don’t have the word count to mention aren’t media; they are platforms for interaction and networking. All the traditional media — print, broadcast, search, and so on — provide platforms for delivery of ads near and around relevant content. Social media are platforms for interaction and relationships, not content and ads.

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