©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Ad Age, 12/8/10
How Social Media Is Challenging Advertiser Roles
Marketing and advertising are those rare professions that require both strategic and creative skills. It’s even more surprising, therefore, that so few leaders and practitioners have fully internalized the far-reaching implications of the revolution in social media and social networks.
As more people of all ages flock to Facebook, LinkedIn, MySpace and the hundreds of other social networks around the world, something far more important is going on than just creating new channels of media. Seen in their full impact, social media and networks have the potential to completely bypass the traditional business-to-consumer marketing relationship and shift toward a new, consumer-to-consumer marketplace.