Tag Archives: social media networking

Google Chrome, and other things that don’t need social media marketing

As anyone reading a blog like this knows, tossing out the name of Google’s super-hot new browser, Google Chrome, is likely to give this item a boost in the SERPs. If I’m Google, I certainly don’t need to pump up my reputation with bloggers or make sure a lot of people “favorite” Google Chrome groups in one form or another. All of that may happen, and it’s fine, but if I were on Google’s marketing team, it certainly wouldn’t be my priority. All of which is to say that while big brands are certainly leveraging social media, it’s still more important for small and emerging businesses:

– Social media has a few well-known networks, but the medium is still rather fragmented, with small but important players emerging seemingly every day. Bigger businesses are unlikely to benefit from adapting to multiple social networks and platforms; it’s more likely to create inconsistencies in their message.

– Social media is neither fish nor fowl, in that it has characteristics of both PR and Web marketing. Big brand marketers seldom have the flexibility to adapt their message, budget and personnel to such hybrids.

– Small businesses are close enough to the product or service to carry the feedback from social networks straight to those who deliver the product or service. Big companies, in theory, can do the same thing, but they’re more likely to respond to focus groups and other throat-clearing.

So what do you think, folks? Aside from a few rumored successes, like Dell‘s moving some PCs through its Twitter presence, do big businesses need to have an integrated online presence yet? I’d love to hear your comments.– Anne

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Twitter advertising models emerging, quickly

Well, it was inevitable–but I’ve got to say that I’m a bit surprised at how fast things are moving. While it’s still very early in the game, it looks like advertising and marketing activities are beginning to creep onto Twitter.

As regular readers of this blog know, I believe that Twitter can support advertising without ruining the experience. That doesn’t mean, however, that all models are equal. As in any other Net medium, spam is a pain, and reports are already surfacing of spammy advertisers following people. On the other hand, I do think Mashable‘s story, headlined “Twitter Spam Spirals Out of Control,” goes a bit overboard, as I, for one, haven’t attracted any spam followers yet.

More interesting than the spammers, by far, is the eBay auction by Twitter user @andrewbaron, who’s selling off his Twitter account and nearly 1,400 followers. With nearly a week left to go on the auction, Baron has already attracted 40 bidders. What’s more, the bids have now topped $1,500–valuing the followers at more than $1 each. While Baron doesn’t describe his follower list as a marketing opportunity, I’m doubting the people bidding on it see it as anything but that.

Then, you have rumors floating around that Twitter has begun testing out short advertising messages of its own over the past few days, allegedly within friend feeds. The company roundly denies this, and execs may be telling the truth, but it does seem likely that Twitter will need to try something like this fairly soon, as it’s currently not making money despite its smash success with users.

As for me, I’m enjoying the innocent, ad-free days of Twitter, but I’ll be OK with it when those days end. I suppose it’s possible that Twitter will monetize its users some other way, but advertising is so dead-on obvious a play that it seems inevitable.

You know, I never thought an ad medium would develop which makes PPC ads seem like novels. Writing for tiny Twitter spaces is going to be an art form all its own. — Anne

Like what you see in What Matters Online? Want to stay up to date on the latest in Web 2.0, social media and old-school interactive marketing? Get notified of our latest updates by e-mail or RSS. I will never sell or exchange your information, and I won’t deluge your inbox — I promise!