Most social networks are just people talking to their friends and using applications. It is possible to match ads to these types of users. There also are social networks beiong developed around specific target markets. These social networks will allow a much more targeted advertsing spend.

Thanks for the kind words. I would be lying if I said our focus on prioritization was for the sole benefit of our clients. We too benefit from clear focus and manageable goals/initiatives so it really is a win-win. Sounds like you are doing great things as well…i wish you all the success in 2009. Enjoy your holiday and thanks for the comments

And now is the perfect time for someone with your savvy, insight and honesty to pull ahead of your peers in the marketplace – downturns are nature's way of shaking the ineffective branches from the tree. I can see your clients will certainly bear healthy fruit, even during this cloudy period. And when the weather clears, your wood will be stiff and able to support all kinds of wild marketplace luvin on their behalf.

I love this line…

"And when billboards don’t work, I don’t blame the city that built the streets either"

nicely said

Your point about time and resource management is definitely valid. Social Media can be a huge time suck and a black hole of resources. This was a major discussion point within my agency when deciding how to price our social media services. The key will be for advertisers to prioritize their social efforts and not spread themselves too thin. For example, it might be nice to have a page and build a community on MySpace..but do you really need one? does it match your brand or target audience? is your time better spent elsewhere?

Me too. And when billboards don't work, I don't blame the city that built the streets either.

The people are there. And they are effectively being exposed to advertising. What remains is the effectiveness of the advertising itself, and the propensity of that population to receive the message and in sufficient numbers, act on it. It's that last part where I think social stuff loses the majority of its luster – they're there to socialize, not shop. We should have much lower expectations for advertising's effectiveness in this setting.

"Many advertisers have just not figured out how to use this new advertising medium."

And most never will… fit, format, finesse, friends, foment, and some other f words (not T words Peter) need to be examined and strategized. Social advertising channels just aren't going to fit well for some things. Others will require so much dedicated resources to maintain momentum that you'll eventually be writing articles about time and resource management tools when it comes to social marketing initiatives… or the latest social mark shill scheme… but until then, the hidden discovery theory is intriguing…

In the meantime, I'm off to work on ways I can effectively advertise to the high disposable dollar men found in the chairs at gentlemen clubs…