The slide below from Ian Stewart's MTV presentation really sums up my thoughts around this beast called social media or as I like to call it: media.
As an active web user the thought of clicking on a banner or some form of advertising that takes you away from your existing experience, is well, to put it bluntly, stupid. Why do I have to go somewhere else to get that 'brand experience?' To me this is just logical as a user and as a marketer.
I had a think about this (which meant that I looked at what other people were saying and tried to make sense of it for myself - call it collaboration), as we are quite active in this space. So I tried to make the distinction between communities and social networks.
The motivations for joining each of these are different. Communities are more about shared interests and passion points and are goal driven. Social networks are about connecting with friends, sharing your life and is therefore more needs based.
Sometimes the reason for visiting a community can change and your motivations could become more needs based. It's not meant to be an exclusive representation, but merely to aid in helping explain the two.
Either way there are research and marketing implications for both as shown.
Apologies for not writing for a while. I've been working on a build of Paul Isakson's original presentation "What's next in marketing and advertising". It was a presentation that I thought provoked some interesting questions. We've expanded on it to include ways of how we can achieve moving from advertising to marketing.
So Don Longfellow and I started working on a presentation that we could internalize here in LA. It's been very well received.