This week, Ted McConnell, general manager-interactive marketing and innovation at Procter & Gamble, didn't pull any punches when speaking bluntly about social media. "I think when we call it 'consumer-generated media,' we're being
predatory," he said. "Who said this is media? Media is something you
can buy and sell. Media contains inventory. Media contains blank
spaces. Consumers weren't trying to generate media. They were trying to
talk to somebody. So it just seems a bit arrogant. ... We hijack their
own conversations, their own thoughts and feelings, and try to monetize
it."
Maybe this answers the question of why social networking sites have yet to garner the success they seek in monetizing their sites? It's not really media? Who knew!? McConnell also said that while he respects the targeting capabilities on Facebook, he doesn't feel comfortable with it. While many of us have thought it, blogged about it, or seen it be the topic of an occasional public outrage or two, we seldom hear marketing folks being so refreshingly blunt.
So, what does make Media media, and what is acceptable content on which to create inventory? McConnell's criteria could also rule out user generated content on YouTube. His premise would seem to dictate that when consumers are creating media they can't at the same time being consuming it.
And what consumer information is OK to target on? Are we OK with the behavioral targeting so many media networks use to infer data about us based upon our surfing habits? Perhaps the worst thing about that is its unavoidable inaccuracy. At least it's not as intrusive as the newly engaged woman on Facebook receiving ads about how to not be a fat bride. However, many companies, consultants, and technologies are betting the bank on the social media trend, not to mention the $1.4 billion sunk in ad dollars this year. What do you think? Maybe the answer is 42.
– Layne Salter
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