ADWEEK headline about survey results misleading

As published 25 November, this headline prompted me to click the link to find out more information, Epsilon: Marketing Executives Aren’t Sold on Social Nets.

According to the survey conducted last month:

  • More than half of the 180 respondents said they’re “not too interested” (22 percent) or “not interested at all” (33 percent) in using Facebook and MySpace as part of their marketing strategy.
  • “Internet forums (52 percent), webcasts and podcasts (47 percent), e-mail (47 percent), blogs (37 percent) and webinars (52 percent) outscored Facebook and MySpace (35 percent) in terms of being social media elements that marketing executives said they are very interested or somewhat interested in using,” according to Epsilon’s summary of the findings.

The definition of a social network found below is from Wikipedia. Ironic that at the top of the social network page, is a defining statement, Not to be confused with social network services.

What is a social network? A social network is a social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency, such as values, visions, ideas, financial exchange, friendship, kinship, dislike, conflict or trade.

What is a social network service? A social network service focuses on building online communities of people who share interests and activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services.

70384439_ba1fd5b9de Delving into Facebook and MySpace is not a recommended tactic for every company. Social networks and social network services are not limited to Facebook and MySpace. Depending on what the definition of is is, the Internet forums are also social networks/services. According to the study, CMOs showed great interest in this area. It all comes down to what is the best strategy for your company and how will it best integrate into the overall communication direction.

After reading this ADWEEK headline, I felt like reaching for my jump to conclusions mat! (Photo courtesy htomren.)

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  • Kami W Huyse

    In other words, you can build a social network (people) on a social networking service (tool). But you don’t have to have a service to have a network ;-)

  • Lauren Vargas

    Kami, you do pack a powerful punch in fewer words! ;)