Quick quote by Chris Brogan about his recent meeting with Gannett (USA Today, etc.):

“…I imparted a message that media makers need to atomize, to modularize, to give your ideas handles, and to start seeing themselves as being in the information business, not the newspaper business. I pushed with passion the idea that communities want better relationships with advertising, as opposed to simple placement against content, and that media organizations could actually lead this space, instead of accepting the editorial-only side of the business equation.”

This is a dangerous conversations to have in the public sphere. While monetization is important for obvious reasons towards “reviving” old media via “transformational change”, we should be weary of cannibalizing the presumed function of the news media: to inform. I’m from the view that such organizations need parallel properties. The first component should feature straight up editorial content. The second component should be community-driven and have all of the bells and whistles of any other web 2.0 site. The key here is to keep each unit independent from one another.

I fear that as media companies learn more about their audiences via community-driven initiatives, the greater the risk of content being created to cater to specific niche interests as opposed to the interests of the public at large. If conversely it is NOT the job of media companies to filter and inform the public, then we’re on the slippery path that involves dereliction of duty that risks rendering moot the very purpose of the news media.

On another more general point, I think Dr. Rus Jeffrey’s comment on Brogan’s site was an important reminder:

Great post, but I am amused by the title of the post. “Don’t Count Out Big Media - Yet.” Some of us in the so-called big media have been saying that all along. However, in the midst of the screamers of what’s called the “New Media” we are often drowned out. Many are content to listen to the conspiracy theory blow-hards, instead of realizing many in the “old media” are re-tooling.

Well said. And companies like Pluck are doing great jobs at converting many traditional outlets behind the scenes. The key is dilligence especially when social integration is far more costly than one might expect and there are very real political implications of allowing free speech en masse.

Filed under: Rants, Social Media, Politics, The Future, Social Media Advertising

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Rachel Beckman posts a great article in WaPo about Facebook’s ad targeting. Well it mightn’t be the targeting that is problematic but rather the messaging of the ads:

“Maybe it’s my age, my sex or the fact that it knew I was engaged, but the site decided I was a gal who needed to drop a few pounds. And it wasn’t shy about its tactics.”

That wasn’t even the worst of it. You’ll have to read the WaPo article to feel the wrath that is modern-day social media marketeering.

That beind said, this is why I don’t think that social media marketing will ever take off specifically with respect to display ads. Social networks are useful to brands that want to leverage their lovers and/or haters. Not for mockery as seen and experienced by Rachel Beckman.

Also worthy of noting, the rise of vertical ad networks is no surprise because, for the most part, verticals have the ability to be more selective with its clientele. Contextual, behavioural, geographical and/or other targeting might sound snazzy but it does very little to increase the relevance or quality of your message. Or the creative and design aspect for that matter.

Hustlers ain’t got game in the new world. In my opinion, it’s only a matter of time until advertising returns to minimalism. That is to say, for the wealthy and few as opposed to companies like Google and Facebook that allow automated ad buying with no minimum spend unless ethical / quality control forces can be implemented within such programs. Otherwise, we’re one consumer revolt away from legislation that removes targeting powers from advertising companies.

Filed under: Social Media Advertising

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