Advertising v Social Media

Jeremy Baldwin, 02 Aug 2008

Many feel the marketing influence of social networks to be overhyped. Does social media really herald a new era and the demise of advertising as we know it – or is it just business as usual?

Advertising seeks to influence perception and direct specific behaviour within a defined time frame. It is an interruption model, involving the one way communication of brand messages to specific audiences within tightly planned campaigns. Even if working toward a ‘single-minded’  brand proposition, online variants are inherently short term and measured as such. This level of control and measurability, creative options, and sophisticated targeting make it attractive to marketers. It is relatively predictable and has a proven effect on brand intent and consumer behaviour.

Social media marketing seeks to encourage participation and dialogue between brands and their audience.  It is not so much an interruption model, more an engagement model that delivers greater media efficiency and value from marketing investment. Whilst the potential is clear, the measurement and success metrics are somewhat cloudy, it is less unpredictable and therefore risky and should certainly be measured over a longer term.

The distinction is not as cut and dry. There is a lot of blurring around the edges.  Is posting a video on YouTube social media marketing or advertising?  Most brand based social activity (planned or otherwise, positive or negative) is precipitated by content created by the brand, or the actions of the company.
Social media techniques can also be employed to achieve short term tactical hits and to optimise traditional media campaigns. The introduction of ‘programming’  is turning social network  entertainment channels;  simply another media for advertising messages. Therefore is there any such thing as a ‘social media campaign’ at least as a distinction from an ‘advertising campaign.’

Perhaps, but this misses the point. Social media is not just about where people are, but what they are doing and with whom. As such it represents a behavioural change, not just a shift in media consumption, presenting a very different challenge for marketers.

Creation of compelling branded content (ads if you like) will still play a vital element in this mix, but will offer maximum returns when integrated with social media activity.

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