P&G Critical of Facebook; Twitter Takes Down Motrin
Well here is a Catch-22 of social media. AdAge reported that Ted McConnell, general manager-interactive marketing and innovation at P&G, questioned Facebook‘s potential as a marketing platform saying “What in heaven’s name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?”
And also this week, the Mommy mini-bloggers of Twitter criticized Motrin’s new marketing message so harshly that McNeil Consumer Healthcare pulled the entire media campaign because of the criticism on the mini-blogging site.
So, is social media good for breaking up with your pain reliever?
Well, if that’s not confusing enough, here’s an article that cuts through the clutter by asking: “Can Social Networks Predict What You’ll Buy?” That is really where the long-term value is, not buying banners on Facebook but rather tapping into the data (and serving the banners based upon that data) of the social networks and leveraging that to make more effective marketing communications.
Backing up that idea is this article from eMarketer about how blogs influence purchase decisions.