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Happy Birthday Facebook

Happy birthday Facebook.  And now that you’re 11, it’s time to accept the fact that social media is not all that social, and it’s going to get more and more expensive over time because it’s really an advertising channel.

I’ve been saying that for a while but this past week, I came across the following from “There is no more Social Media – Just Advertising” and I really suggest that you take some time and think about…

The first…

“Remember when social media used to be called unpaid media? Those days are over. Marketing on social networks today requires a shift in mindset — one that considers social networks, like Facebook and Twitter, as any other ad-supported media properties. They have targetable mass audiences that you can reach if you’re willing to allocate a chunk of your media budget. Fact: You will need to spend more money in social media than you have in the past.”

And the last…

“All media today is essentially social media and the deep dark secret is that it’s not very social after all. Social networks are now mass-media properties. Brands must pay to play in order to get reach.”

Why am I sharing this with you?

Because too many of you are sitting around talking about creating great content and pushing it through social media…and you really need to accept the fact that it’s all advertising.  So start buying the ads and tracking the results and electing to invest resources into it only if it generates an acceptable ROI.

What’s your reaction?

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