Maybe Google has a different thought

Article today by Mike Shields of Mediaweek and printed in AdWeek, talks about Google and “Pali Research analyst Richard Greenfield, who examined MySpace’s business and its long-term ad relationship with Google. In the report, Greenfield reiterated a contention he made last July that the under-performance of search ads in MySpace is not simply a product of the non-responsive nature of these sites’ users. Rather, according to Greenfield, Google’s algorithm isn’t well-suited to social-networking sites — and that’s something Google isn’t necessarily concerned with.”

I contend the conclusion might be wrong – I believe it is not because Googles algorithm is not suited to social networking (which it may not be) but the method around the advertising model all the way around as it exists in the MySpace environment.

This is social – social means less busniess like, more fun, more carefree, more freedom to do what I want to do. It is not that they don’t care – they do but perhaps the conclusion should be that the method of advertising on Myspace is the problem. Though later they say, “To boost revenue, Greenfield recommends that MySpace continue to expand its portal-like ad strategy, which has proven successful in attracting major advertisers to its home page and music channels. “  I still say that even though the advertisers are willing to spend there does not mean it is a good idea or will yield any payback.

I will bet these same folks think search is dead – yeah right. How can folks who are so involved with the Internet miss what might be the truth – the point of social media is the feedback it provides – in this case the failure is that the feedback is saying – we won’t respond to ads delivered this way but they continue to want to make it work that way.

All you are doing is using the old billboard but making it electronic – the whole premise is wrong. “Social” – be social, join the conversation – don’t interrupt it with meaningless ads – make them relevant in a way that adds not distracts and where I tell you I “might” respond to them.

I guess to be harsh – go back do your homework sorry – but you guys know best, I guess – just my 2 cents.

Rick Simmons is a principal at Dinkum Interactive, a firm specializing in online marketing solutions for small and medium sized businesses around the globe. With more than 25 years of experience in advertising and marketing, Simmons has spent the last four years focused on search engine optimization, and other Internet marketing strategies. Reach him at 267-626-9094 or rick@dinkuminteractive.com.