by: David Polinchock
As we said in Social Networks + Advertising = Amway, there's not going to be a big rush to use social media sites like Facebook & Myspace until there's an authentic connection to what's happening on those sites. Simply attaching ads to these sites is NOT using social media, it's advertising. For far too many advertisers, social media is simply the tactic du jour and they're not using it to create authentic and relevant connections to their audience.
While chief marketing officers are intrigued by social networking sites Facebook and MySpace as potential marketing vehicles, actually using them is another matter, according to the results of a new survey.
More than one-quarter (27%) of consumer and B-to-B chief marketing executives surveyed online in late October by GfK Roper Public Relations and Media for marketing services firm Epsilon identified social networking and word-of-mouth as the tools they would most like to introduce to their marketing mix to compensate for anticipated budget cuts--ahead of all other traditional or digital marketing channels.
However, more than half (55%) of the 180 responding chief marketers--representing brands with revenues ranging from $250 million to more than $10 billion--indicated low current interest in actually incorporating the networking sites into their plans.
One-third said they're "not interested at all" in getting Facebook and MySpace into their plans, and 22% said they're "not too interested," while 35% are very or somewhat interested.