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Service-Oriented Advertising?

Posted by TeamITI on March 28, 2009

socialmediaspreadHooman Radfar discusses some interesting ideas about the need of an additional dimension in web metrics.  His key statement in his post:

It’s not just about reach and frequency – it’s about spread.

We are no longer satisfied with reach and frequency as a measurement, but instead we want to know how our messages are spreading and shifting as they make their way through services like Facebook, Twitter, YouTube and more. These two shifts should be looked at as parallel. Siloed pages are giving way to connected applications. And impression based programs will eventually give way to programs that leverage the connected nature of those applications to deliver and understand the dissemination of their message.

This all makes sense. The trick is how to go about implementing a strategy.

So the the task at hand his to

  • strategically choose the (brand) message you want to go viral
  • spread that message efficiently on social networks
  • track the distribution of that message

In short: Serving your message strategically throughout social networks = Service Oriented Advertising.

This is now possible as web services are unleashing the next generation of performance-based viral marketing.

Read Radfar’s entire article and comments here.

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