Ok, before you come after me with “torches and pitchforks” like the townsfolk did against Frankenstein, let me say that I believe that social media has a place in this large community we call the human race, but I am not sure that social media is a proper advertising vehicle – generally speaking.

Social media is the office “water cooler” on a grand scale.  A place where people gather to swap stories, gossip, share mutual interests, complain about various subjects, and otherwise bond with persons they have some ethereal connection with.  It is beyond my comprehension that anyone would care that I am on my 3rd Diet Coke of the morning (except perhaps my doctor and Coca Cola) or that I dislike travelling anymore because there are so many “amateurs” on planes.  Consequently I don’t “twitter” and my Facebook page goes unchanged (read that untouched) for months at a time.

So where it the “thrill” of social media for advertisers?  Where is the return on investment? Where is the benefit?

I can envision scenarios whereby some advertisers seek placement on certain social media pages.  Perfectly logical for the American Cancer Society and the new Cancer hospitals to be on sites related to the subject of cancer and cancer survivors or support groups.  Chances are, however, that these folks are already well aware and already disposed to think favorably about these advertisers – may even use the facilities or have donated to the cause.  So in essence they (the advertiser) are “preaching to the choir.”  How do they gain larger market share or expand their top-of-mind presence with this form of marketing?

Sure “word of mouth” is great advertising and so for local businesses to engage in activities that can spur “WOM” marketing the payoff can be huge.  But unless the social site is “folks who eat out in Acworth Georgia” I don’t see why the local restaurant would bother.

And we have seen the “danger” of paying folks to blog or be otherwise “social” for companies (Wal-Mart comes to mind) in a less than genuine fashion.

We know that people will sign up and sign on for these sites.  The best advice is for any business to let “vox populi” (the voice of the people) speak with only the simplest of encouragement . . .” if you liked our product/service, please tell your friends.”  Putting serious money behind banner ads and “skyscrapers” and all the other digital variations (even if they are “cheap” by traditional standards) just isn’t going to produce the kind of results that you desire on their own.  These activities must be supported by more traditional broad reach advertising vehicles if for no other reason than to tell “the world” that you are about the “water cooler.”

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