Ok.. so I will be coming back to this when I have had a chance to fully consider my response but the report by Knowledge Networks seems to be a perfect example of a lack of genuine understanding of the medium.
I think this statement says it all…
“Obviously, a lot of people are using social media, but they are not explicitly turning to it for marketing purposes, or for finding out what products to buy. It’s really about connecting with friends, or connecting with other people,” says Dave Tice, vice president and group account director at Knowledge Networks, and the top analyst behind the report. “What we’re seeing is that word-of-mouth is still the No. 1 most influential source, followed by TV.”
Ok so if WOM is number 1 and Social Media is great at connecting with people then how about we use social media as a means of creating advocates and generating positive word of mouth… oh hang on, thats what real social media marketeers are doing.
I haven’t read the research in full yet or had time to digest it so I reserve the right to apologise if i have all this wrong but I am guessing that what the research predominantly focuses on is classic advertising style executions in social spaces, which isn’t social media marketing!