Social media is one of the few areas where marketers are expected to increase spending in 2009, said Outsell analyst Chuck Richard. “It's off of a small base, but it is growing,” he said.
Regarding IDG's decision to license SocialMedia.com's technology rather than build its own proprietary system for Amplify, Richard said: “From IDG's point of view, I think that's smart.”
Isabelle Kane, VP-media at PJA, likes the “turnkey” aspect of the program. “It's the easiest (social media opportunity) anybody has put in front of me,” she said.
But the downside of social media is that some users will definitely express negative opinions about a brand. Marketers that want to play in the social media space will have to prepare to be insulted on occasion. “You can't filter the content and only let the good come through,” Richard said.
Another downside is that social media seems to be morphing at Internet speed. Anybody remember MySpace?
“Three months from now it's all going to look different,” Richard said. M