Tanner Hobin

Search Insider Summit Discussion: The Value of Social Media

Posted on May 29th, 2008 under Social Media Marketing. | Comments Off

I thoroughly enjoyed the Search Insider Summit recently held in Captiva Island, FL. Not just because of the lavish venue and relaxed conference schedule. I found it to be a conference focused on the intricate details of the industry, a place for elite industry professionals to share and expand there knowledge base.

One specific discussion over dinner one night really stuck with me. A couple social media critics positioned themselves at my table for no other reason than to engage in a debate regarding the value of social media in the overall picture of internet marketing. Their main point of debate was that marketers have no place in social media and that social advertising is inherently biased. I whole heartedly agree that social advertising is biased, but I disagree that marketers should avoid the space. My primary concern with their argument was that advertising is a matter perspective. This is extremely true in the realm of social media. Take for example the signs on the highway for food and gas. Travelers typically ignore them as advertising until they need food or gas. Then the signs transform into a welcomed visual pointing people in the direction of what they seek most at that time. Social media, in my opinion, is like the highway sign analogy on crack. It’s a space for sharing, identifying with a brand identity and networking with like minded individuals.