GRAVY

Social Media Council?

By
Alan Pafenbach
on September 18, 2008 4:03 PM
Hmmm. Just heard about this. Apparently a group of concerned digital biggies like Digitas, Enfatico, Edelman Digital and the like have formed the Social Media Council. It's stated mission is to bring some standarization for media buying on social networking sites. Here's the press release: http://www.gather.com/viewArticle.jsp?articleId=281474977451311&grpId=3659174697254768&nav=Groupspace

I thought this quote was interesting:

"Brands are spending more and more of their media dollars on social networks.  We now need standard buying units, methods of measurement, and a common understanding of what we mean when we say engagement on sites like Facebook, Myspace and Gather," said Tom Gerace, CEO of Gather & Founding Chairman of SMAC.

The premise seems to be that this is channel just ripe for dropping ads into. I'm sure the definition of "units" is more nuanced than just banners, but it is indicative of an assumption that users of social media will be fine with marketers setting up shop on their pages. Again I say hmmm.

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