What do you think? The most poignant words in the article are from the end of it which I have shared here:
Agencies Need to Think More Facebook, Twitter and Less TV – Advertising Age – Digital.
The challenge for marketers and agencies, then, is to engage with social media in an authentic way, and know they are going to be punished by its denizens for any perceived spam.
Indeed, controlling spam or unwelcome marketing has become a huge expense for Google, Twitter, Facebook and others. “One of their biggest costs is ‘environmental mediation,’ or keeping the bad people at bay,” Mr. Wilson said.
Once a niche phenomenon, social media has achieved mass, network-TV-like scale. Mr. Wilson predicted Twitter could reach 50 million users, or one quarter the size of Facebook today, by the end of 2009.
