The challenge of advertising in social networks

David Johnson November 23rd, 2007

They say word-of-mouth is the holy grail for public relations and advertising, so one would think that social network sites that offer seamless access to countless hoards of connected individuals would be a marketing Eldorado (City of gold, not the car). A report by the Royal Mail and the Future Foundation said companies and brands should use this opportunity to encourage users to review products as it builds a sense of community and awareness. But the report also notes the platforms’ shortcomings for traditional mindsets: “They don’t, however, offer a formal way for brands to stimulate the conversation and activate lines of social communication about their brands.” Things can also backfire in a big way. One example is the building backlash against a marketing app in Facebook that is revealing purchases to friends.