Facebook “Social Advertising” plans already generating backlash responses

November 8, 2007 at 3:03 pm 2 comments

It’s not surprising that right after Facebook announced that they would open up Facebook to more to advertising, taking advantage of the referral-based nature of the web, true web freaks are responding harshly.

To me, “Social Advertising” is an oxymoron at best.

If Advertisers can’t change their mindsets from mass media messaging to conversations, including their brand management and marketing process, they will never be able to join social networks with a meaningful conversation with their customers.

It’s time to realize that within the Customer Life Cycle, generating Awareness is more an more something people do among each other and by themselves. It works  not because, but despite all the mass media advertising out there. Advertisers so far are just reducing brand intimacy by trying to join the fray with their mindsets unchanged. And yes, Facebook is risking losing its credibility to its users, too.

What marketers should worry about way more, is to invest time in understanding human behavior, improve their products and start owning the brand experience people have with their products. If you provide meaningful experiences people will do the advertising for you. Duh.

http://www.techcrunch.com/2007/11/07/the-facebook-ad-backlash-begins/#comment-1739221

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Entry filed under: advertising, Channel, companies, Consumer, duh 2.0, effectiveness, Experience, Insight, marketers, Marketing, web2.0.

A few creative men Say no to dirt

2 Comments Add your own

  • 1. tim  |  November 9, 2007 at 2:44 am

    fb announced that consumers’ purchase decision (when done inside fb) could be transmitted to peers with contextual ads next to them. At first that sounds like a stream of irrelevant “i charged up my starbucks card – news”, devaluing the news feed further. But then you look at all the geeks unpacking their new Jesusphone and taking pictures and blogging every step of the process. Use the option wisely and filter
    http://www.nytimes.com/2007/11/07/technology/07adco.html?_r=3&oref=slogin&source=cmailer&oref=slogin&oref=slogin

    Reply
  • 2. social media  |  March 4, 2008 at 9:43 pm

    hey, this is great information have any more websites that i can go to for more great info? thanx

    Reply

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