Innovation Key For Social Site ROI

Written on
Aug 20, 2007 
Sarah Novotny  |

rubikscube.jpgForrester Research has put out a study that shows that ROI for campaigns on social networks such as Facebook and MySpace do not do as well as advertisers may anticipate. This is predominantly true for traditional ad campaigns.

Charlene Li, co-author of this particular report and a principal analyst at Forrester was quoted in iMedia Connection to say, “It is clear that successful social networking site campaigns do not follow traditional marketing rules.” She continued, “Social networking sites cannot be treated as channels because their members are not passive webpages.”

There needs to be a reciprocal connection between a marketer and a user to have a successful campaign. As consumers do not sit idle on social sites, interactivity seems to be the best form of marketing for them. Musicians and comedians have been the most successful marketers seen on the networks.

Sarah Novotny is a contributing editor at Adotas. Sarah grew up in San Jose, California. Her educational and professional career have taken her to both Los Angeles and New York City where she received a B.F.A. from NYU. As a writer, Sarah has free-lanced for various publications focusing primarily on traditional advertising and media reviews. When not writing and editing for Adotas, Sarah is continuing her acting career in various theatrical and film/television productions.

Reader Comments.

It’s great that Forrester has awakened the industry to this important differentiaion when it comes to building brand relationships on social networks. 25% of all page views on the internet are blogs and personal pages. I suspect percentage of time spent is even higher.

Our company gigya ( is leading the way for brand advertisers to distribute user endorsed content (widgets) across dozens of social networks through hundreds of content partners. I am happy to share our expertise in this very important and game changing trend.

Posted by Ben Pashman | 4:46 pm on August 21, 2007.

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