©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Marketing Profs, 1/20/11
AdAge has been beating up on social media lately. Matt Creamer wrote last week that popularity doesn’t lead to influence or sales. In the current issue, Rance Crain, who admits that the topic confuses him, writes “advertisers don’t even know what the primary purpose of social media is supposed to be.” Sorry, but that train left the station a long time ago.
Creamer, Crain, and the rest of the “social media is dead” crowd are right about two things: “… social media … threatens to warp our understanding of influence” (Creamer) and “it’s a jungle out there, and advertisers aren’t even sure what the latest entries are supposed to do for them” (Crain).