Article from Ad Week
I have written plenty about Facebook and Twitter being over hyped. Not the technology, just the business model of using social media behavioral targeting for advertising. I think they are stellar technology companies and should be charging for the service just like a Skype or Google Voice or an I Phone App.
Report from Social Science Research Network
This report adds power to TV/Cable who at least can prove their demographics that watch each show. People are ok being semi-targeted but if you start using social media conversations to serve ads your running into privacy concerns. Think Bush's NSA eavesdropping on peoples phone calls. Remember we got rid of a king in 1776. We don't want one back. Remember McCarthyism and how we rebelled against that. Advertisers for some reason feel they have the right to invade people's lives no matter where they are and this view is wrong. When it is done in classy, unintrusive, or at least transparent ways people do find value in discovering new products, being given discounts or free schwag, and staying current with pop culture.
But advertising done wrong is offensive. So the idea from Twitter about people who Tweet having their location exposed to businesses seeking to reach them scares consumers. It is why Beacon from Facebook was such a disaster. It is also why SEO is so successful. That is classy BT! Your looking for something online and Google or Bing serves up possible vendors but not by being in your face. It is why Social Media is great for listening at what is being said and participating in conversations because that is seen as Altruistic vs throwing branding in their face. Think that every time someone Tweets the word Coke that every beverage maker in the US wants to send an Ad to that person saying try my drink that is not Coke. Or here is a coupon. Can you imagine the volume you would get? And if Twitter limits the Ad Serve to the highest bidder that doesn't serve the consumer because it isn't presenting all the choices.
Point of Sale will always reign King, Queen, Jack and Ace when it comes to decision making and presenting options and enticements. Not mobile or online BT.