Battelle on How Social Marketing Can Create Value for Consumers

Nate Elliott | December 04, 2007, 12:01 PM

Battelle, as always is spot on:

If marketers want to succeed in the world of Facebook (ie, the world of Conversational Media), they need to add value to the lives of consumers via their marketing. So far, I am not certain Facebook's ad platform does that.

Widgets, beacons, even sponsored games or pages don't work if they don't bring some kind of value to consumers. The trick is connecting the value they bring to your brand (so that the widget or beacon or game or page acts as a promotional message, not just a cool freebie), and then getting enough people to find out about that value (usually via some type of seeding). Those are the key challenges marketers are facing in social media, and we're doing our best -- through both published research and upcoming research -- to help solve them.