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Social networking

What’s the point of social media?

I love this article from Mark Ritson in Marketing Week, questioning the wisdom of advertisers promoting their messages through social media.

Since some of the largest users of traditional advertising are trying to move most or all of their presence online, it’s very timely to question the effectiveness of the strategy.

As Ritson points out, “social media” literally means the communication channels that exist between people.  Not between brands.  He cites the recent TNS Digital Life report which found that 61% of UK consumers do not want to interact with brands on social media, and he sums up with a damning quote from the report: “Misguided digital strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs no one reads”.

Bebo sale highlights weakness of online advertising models

Bargain basement bebo

Bebo is passing into the hands of Criterion Capital Partners Fund, an investment vehicle with no web / social networking expertise or industry partners.

Wouldn’t they be better off tying up with an existing organisation that could add expertise and help them push the Bebo environment?

Criterion’s own website is dead.  The current page is just a 404.  Hardly the most promising partner to help Bebo develop the wider web presence it needs!

Facebook pressing all the wrong buttons

Facebook needs a Click CEOP buttonAt TenNine we always put youth safety above any other concern, and I’m certain all of our peers in UK Youth Marketing do the same.  So the current ‘Facebook concedes online safety demands’ story didn’t just catch my eye, I can only say I am utterly astonished at Facebook’s position.