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Social Advertising Isn’t Really Advertising

January 16, 2013
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That’s why they should consider changing the name. Because the name “Social Advertising” throws off too many marketers and advertisers. They think it is advertising. But it really isn’t. First, social advertising should promote social content. Putting banner ads in people’s Twitter and Facebook streams isn’t the way to engage them on social channels. ... This is where it gets funky. Because regular advertising works best in long, sustained campaigns. Repetition over the length of a campaign hammers home brand awareness and increases message penetration. But this doesn’t work for social content...


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Business marketers have embraced social media with enthusiasm. One of the reasons social media is working so well in B-to-B, in my opinion, is that business marketers tend to wear their direct marketing hats when they strategize and plan how to apply social media to their marketing objectives. So they get a lot of measurable value from social media, and they pull it into their programs as a full-fledged member of the integrated marketing mix. In B-to-B, social media and direct marketing have-in other words-met, hit it off, and developed a long-term relationship.


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