Quoting...

Two reflections have really touched me today. In a certain way they give answers to two questions that place me where I am:

1) Can advertising actually go beyond in social media?

“...the movie and music industries have for a long time been star-driven but with the ability for those types of media to be disseminated among so many people it will become less about who it is and more about what it is. In other words, I’m less concerned that the music is being made by a band which has strong brand equity and more that it is something I want to hear. The same will be true of products and services that will become demanded because those in my social network who I trust have recommended them.” Tom Baker

I simply find this simile fascinating, considering this is the way that I have always approached new music, and the way that I am starting to approach brands, eg. LinkedIn.

2) Is there a need to redifine what is "useful" to deal with social media?

"...useful can be accomplished in a variety of forms. From the user perspective, useful can be as simple as giving someone information they were looking for quickly and easily. Useful can be teaching someone something new. Useful can be helping people communicate with each other easier or better. Useful can be saving people time. Useful can be extending the value or capabilities of your real-world product. And, under the right circumstances, useful can be entertaining someone.

From the client/brand side of things, useful can also mean several things. Useful can mean opening up a new channel for conversation with fans/users of your product or service (please use it for conversation and not just to spam people). Useful can mean creating a new stream of revenue. Useful can mean engaging people in something that encourages them to purchase more of your product or service in order to extend that experience. Useful can mean reinforcing a first time purchase. Useful can be simply giving them yet another positive experience with your brand so that they're more likely to want to buy your brand again in the future." Paul Isakson

I have also searched for the meaning of the word useful in dictionaries, nevertheless, I was not able to brake it this way. Maybe I was just to squared to think of entertainment or conversation as useful, and squared is exactly what you never have to be in order to understand social networking and follow its lead.

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