Does Paid Social Media Work? Gen Y Remains a Hard Sell
By Kyle Austin
March 3rd, 2009
For a generation – who some believe will spend more than a third of their lives online – Generation Y continues to be a hard sell when it comes to advertising within social networks. According to a survey released today by the Participatory Marketing Network (PMN) less than 50% of Gen Y actually join fan/brand pages. Making you wonder how effective brand advertising will be on Facebook, even as they begin to expand advertisement placements across brand pages.
In addition, findings from the survey, administered to a Gen Y panel at the Lublin School’s IDM Lab, also indicated that while 84 percent of Gen Y’ers noticed ads on social networks, 74 percent say they click infrequently and 36 percent say they don’t click on ads at all. These specific findings seem to scream the need for better targeting of ads within social networks. Although, we’ve seen some targeting missteps along the way (i.e. Facebook’s Beacon), companies like AdParlor are trying to make social network advertising more effective and simple. The time for those companies, is now, especially in the recession.
True to their study, and beliefs, the PMN released the findings via PItch Engine, the growingly popular social media release service. Of course, the results of the survey seem to point to a great opportunity for unpaid media (i.e. PR) within social communities – as marketers look for new avenues to influence and engage consumers with content.
Entry Filed under: Digital Media Relations
8 Comments Add your own
1. RaceTalk | March 3rd, 2009 at 6:05 pm
New RaceTalk Post: Does Paid Social Media Work? Gen Y Remains a Hard Sell http://tinyurl.com/d79wjz
2. RaceTalk | March 3rd, 2009 at 6:15 pm
@stevebaker Study by PMN on Gen Y was interesting – blogged about it here http://is.gd/lFrn
3. RaceTalk | March 3rd, 2009 at 11:05 pm
New RaceTalk Post: Does Paid Social Media Work? Gen Y Remains a Hard Sell http://tinyurl.com/d79wjz
4. racetalkblog.com » &hellip | March 6th, 2009 at 6:40 pm
[...] an earlier post this week, which looked at how marketers are failing to reach Generation Y with social ads, I mentioned the [...]
5. racetalkblog.com » &hellip | March 10th, 2009 at 2:30 pm
[...] Nielsen’s report echoes other recent reports, which have chronicled advertiser’s failures in attempting to reach audiences (especially the younger demographic) through Facebook and other Member Communities. In order to [...]
6. Maggie | June 13th, 2009 at 5:22 am
That’s a very thought provoking question. SOcial media is powered by user opinion and it takes balance between paid programs and free leveraging of platforms while framing a social media strategy
7. Kyle Austin | June 25th, 2009 at 9:40 pm
Something that we’re going to have to continue to ponder. I think sponsored blogs are going to be in the spotlight over the next year, which will give us a good barometer on people’s reactions to it, and more importantly the ROI.
8. Gen Y: “I don’t want &hellip | June 23rd, 2010 at 1:44 pm
[...] Image source. [...]
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