Social Networks are clearly here to stay with almost 50% of the population is using these sites (70% of teens).
Social Network have all opened up their platforms which means that brands have cost effective access to more than 500M engaged users (250M of them on just Facebook and MySpace alone!)
This is a massive distribution channel for any brand but still <1% of digital ad budgets are going toward Social Networks – why?
Because Social Network ad impressions are worthless – the old model of buying impressions is like shouting at consumers – you buy ads to “get in front of them” and “give them a message” – but that’s not going to work in a “social “ world by definition!
