Campaign conversations
It’s a risky business because the “broad-casting” model of traditional media, where advertisers buy the opportunity to tell you their message, breaks down online. “Social media is not just about putting ads onto social networks like MySpace,” says Leo Ryan, co-founder of digital media agency Ryan MacMillan. “What’s important is what people do on social media.”
Ryan says that the trick is to create reasons for people to choose to interact with a particular brand or product: it’s about brands being involved in conversations with consumers rather than just telling them how it is; the theory is that you cannot buy social media, you have to earn it.
Media Guardian, Monday November 3, 2008
