A website may capture the imagination, but that does not make it a great marketing opportunity.
"Let's begin with Tumblr, a niche social-media site with a rabidly loyal and rapidly growing user base, which, according to The Wall Street Journal, is seeking a whopping $800 million dollar valuation, despite having absolutely no revenue model or brand offering. The most successful use of the platform by marketers thus far has been via 'reblog contests,' yet another gimmicky abuse of social media by brands essentially bribing users to promote their content," writes David Teicher of AdAgeDigital. "Which brings us to Facebook. What's so upsetting to the social-media marketer in me, is that despite the sheer number of consumers and businesses on the platform, many of whom want to engage with each other, the resulting engagement predominantly comes in one of two, equally ineffective forms." Read more.
"Let's begin with Tumblr, a niche social-media site with a rabidly loyal and rapidly growing user base, which, according to The Wall Street Journal, is seeking a whopping $800 million dollar valuation, despite having absolutely no revenue model or brand offering. The most successful use of the platform by marketers thus far has been via 'reblog contests,' yet another gimmicky abuse of social media by brands essentially bribing users to promote their content," writes David Teicher of AdAgeDigital. "Which brings us to Facebook. What's so upsetting to the social-media marketer in me, is that despite the sheer number of consumers and businesses on the platform, many of whom want to engage with each other, the resulting engagement predominantly comes in one of two, equally ineffective forms." Read more.
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