Is the Social Net Working? A Cautionary Tale from the Realm of Online Community
One of the main barriers to that occurring has been the lack of behavioral information available about the ad target to the ad server. Social Networking becoming a core function of future applications solves that problem. Of course, now is the time to map put your strategy for the present and the future, regarding how you will adapt your current ad technology to leverage this type of data, where to source it, and what your roadmap to the future is. DO this now, not later, because you are about to be steamrolled if you don’t. Start researching Attention (what this is really all about) and other related philosophies, methodologies and technologies. You won’t be sorry you did.
For marketers and particularly, market researchers, this new world is a virtual wonderland. One of the many things I’ve learned as a market researcher (one of my many incarnations in the past) is that surveys are very hit and miss. People generally tell you in a survey; what they think makes them look sophisticated or cool or in the case of incentive programs, what they think you want to hear. People often don’t even know themselves what they think or why.
If you’re really interested in this phenomena, I’d highly recommend reading the book Blink by Malcolm Gladwell. Now, think about ways to find out what people really think. The old saying comes to mind here, “Actions speak louder than words.” Social Networking gives us the data repository of habits, behaviors, conversations and activities that can really give you the inside scoop on consumers attitudes and opinions regarding your products. Now all you have to do is figure out novel ways to gather and access that data.
Until next time, happy networking!
Reader Comments.
“Social net” is not working to its optimum capacity. Only “Comercial net” is working so far, I think. Nice article.
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