It’s hard to imagine anything more heavily hyped than Social Media, Web 2.0, Web 3.0 since the dotcom boom. And probably with good reason. The phenomenal success with users of MySpace and Facebook, have in turn established highly valued businesses in what feels like just a year or two.
Since then, the attention has quickly swung from hype to commercial analysis. Do these businesses really live up to their valuation? Can they be effectively monetised by their management teams? Can marketeers really use them to build brands and sell products?
Ultimately this year will continue to see a spotlight shine on the integration of advertising into social networking sites. Brands will be keen to test, but careful to measure the ROI and public perception of advertising that pays to join what are often private areas of communication.
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As ever, the views expressed are based on our experience of running digital marketing campaigns for a range of major brands and SME clients. We welcome open debate, so if you have something to say please leave us a message in that handy little box.
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