Jeffrey McManus

Link: Advertisers Face Hurdles on Social Networking Sites

And when they try to take advantage of new “social advertising,” extending their commercial message to a member’s friends, their ads will be noticed, all right, but not necessarily favorably. Members are understandably reluctant to become shills. IDC, the technology research firm, published a study last month that reported that just 3 percent of Internet users in the United States would willingly let publishers use their friends for advertising. The report described social advertising as “stillborn.”

One interesting aspect of new technology paradigms is that it’s very challenging to tell the difference between “newborn” and “stillborn” until version 3.0.

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