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Social Networking and the End of Advertising

Written by: Bonnie Buckner

Article Overview: Social Networking – it’s the buzz word on everyone’s lips. But what does it really mean for your business? In a word – everything. The three pillars of social networking - collaboration, information sharing and group forming - are innate human qualities. Understanding these qualities will enhance your business outreach and future advertising campaigns.

Social Networking and the End of Advertising

Social Networking - it's the buzz word on everyone's lips. But what does it really mean for your business? In a word - everything. Psychologist G.D. Wiebe in 1951 asked of the American Psychology Association, "Why can't you sell brotherhood... like you sell soap?" While Wiebe's question arguably planted the seeds that saw the birth of social marketing, it also contained prophetic underpinnings for the end of advertising as we know it. Advertising, for decades the loud hawking of wares through one-upmanship and manipulation, is failing in the universe of new media. A recent study released by Nielsen (Global Faces and Networked Places, March 2009) notes that "advertising has typically performed poorly in chat and e-mail because of social media's communications role." What is that role?

Collaboration, information sharing and group forming - these are the pillars of social networking. Social networking is growing at record paces. The Nielsen study shows that active reach in online member communities has surpassed email usage, with the largest growth coming from 35 - 49 year olds. Facebook is not just something the kids dragged home. The reason for this popularity is that human beings are, at their core, social - the same pillars of social networking are the same ones which drive us as individuals to create communities, societies and even businesses: collaboration, information sharing and group forming. Understanding and working with these principles will dramatically change your business and the way you think about advertising.

Advertising is failing because one-way communication is gone: no one wants to be told anything, anymore. And no one has to - the internet has opened the door for us to research our own interests, answer our own questions, start our own revolutions. Marketing, advertising's step-sister, was really advertising in sheep's clothing - event sponsorship is still a one-way, in-your-face reminder of an overall ad campaign. Today's successful businesses have to be two-way communicators. This means being part of a larger dialogue, with a community that may or may not support every part of that dialogue - but they will reward the integrity. And if the business is really smart, they'll not only listen to the community, they will respond.

The old business model of having a product and devising a clever campaign to create a need for that product is gone. The future of business is active participation in communal conversation - hearing needs and developing products and services to meet those existent needs. It's from this premise that businesses can work successfully with social networking. Business that is responsive, and advertising that is a collective: this is the new business model, this is social networking.

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Article Tags: ad campaign, american psychology association, brotherhood, busin, buzz word, e mail, information sharing, marketing advertising, member communities, paces, pillars, psychologist, revolutions, s communications, social marketing, social networking, step sister, underpinnings, wares, wiebe



Related Forum Posts
Re: How can a social networking site make serious money? - Hi There, It is quite interesting, that some Social Networking do produce an income. I think testimonials are always a benefit to share. See one below: This Social Network has changed my life! Every night is a Friday night and everyday is a Saturday!! Because of it, I have been able to leave the workforce 10 years early.It has given me back my life. Many of us would like to retire early. I am sure there are many more. The point is of focusing with great determination. The ongoing challenge is to stay focussed and not be sidetracked into a newer scheme or so. Also I have read, during this financial turmoil, more people turn to Social Networking for various reasons.
Re: Tactics for Blog Traffic - some more tips to drive traffic to blog or to promote a blog. Squidoo Lens Creation Hub Pages Creation Social Bookmarking (Digg, Delicious, Stumble, Reddit etc.) Be helpful in forums Social Networking (Facebook, Twitter, Myspace, LinkedIn etc.) syndication blog commenting (other blogs) Guest post
Re: UPDATES: New Campaign! New Layout! New Ideas! - GT - thanks for the FYI - I'm not sure if we'll put a link back. Something to consider though! Trent - the new category is "Social Network and Media" which was put in to compliment the Online Businesses category that currently exists. Overall the new categories are: - Looking For, Networking and Events - Review My... - Social Network and Media - Brags and Rants These came as a result of Ringo doing research on other forums and thinking about what could be improved on ours to give a better experience for everyone. I hope you enjoy them! David, I'm looking forward to reading your Brag / Rant!
Re: Simple Idea - Great Advice. - What your success stories on Social Networking for more contacts and connections? Do you have any good business books to suggest? I love the idea of connecting and sharing with other entrepreneurs. Thank you for your input!
Re: Social Networking Site Endorsements - You must be cautious in endorsing any one on Social Networking site. You must ony endorse people you are very familiar with. Endorsement people you don't know is not a good thing.


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