天大地大USER大
Posted in Marketing Thought on Mar 17th, 2009
…if social media sites want to find a way to monetize engagement, there needs to be some added value for the marketer. What that might mean for platforms is giving up some control over data (something that Facebook has been wrestling with) or the type of interactions that marketers are able to take part in. Eventually search engines found the right balance between commerce, control and user-friendliness, a balance that I believe social media sites will eventually strike. There will be some false starts to be sure but there is much to be gained for all parties –marketers, social media platforms, and users – in getting the balance right. (source)
如果身邊有經營社群的朋友，可以問問，hey，你們每天這樣日也操，眠也操，心中想的，是為使用者創造價值，還是為廣告主創造價值？
大部分 (我可以說全部嗎) 的 social networking sites 都是 build-for-users in mind，如此一來，天大地大 user 大，不敢惹衣食父母，只能靠 (non-intrusive?) 廣告來 drive revenue。大家吃飯的傢伙都一樣，久了就沒競爭力。對user太好，結果錢賺不飽。
那有沒有可能蓋一個 community site that is built for marketers in mind? 應該有，據我所知，時下已經有些社群論壇，專賣會員data base，或提供user behavior的資料給 marketer/ marketing agency。而且還會強調說，賣給第三方的資料，統統都是匿名。
不過…你敢到賣匿名病歷的醫院回診嗎？應該不會。可惜，根據我心中的七顆龍珠指示，這種假社群，真賣銀…喔不好意思手滑，是「假社群，真賣data銀彈」的網站會越開越多家 (以後招牌上可能還會寫：社群網站BI服務) 。沒辦法，你想買我就賣嘛，行銷一族強大的 demand 正排山倒海而來。
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