Social Network Stalking

Think about this: By reading this blog, you and I are connected. We have this blog and its topics in common, so there's a chance we have other things in common as well. In any relationship there is a degree of trust and influence. If you trust me, at least in terms of particular subjects, then I have some influence over you. If I buy an iPad, then there's an opportunity for me to influence your possible purchase of an over-hyped tablet that you don't really need.

33Across.JPG
So what could a retailer do with this? Retailers that have fans and followers should assume that the friends of those fans and followers are more susceptible to their marketing efforts. If I'm a fan of Apple, then Apple will be more successful marketing to my friends than marketing to random people. Intuitively that makes sense, at least to me. Companies like 33Across and Pursway are already putting this theory into practice, and achieving some interesting results.

Jeff Jarvis, who by-the-way is speaking at CrossTalk this year, has been discussing the power of influencers in social networks. In his blog he rails against marketers and says "messages and influence aren't the future of marketing; conversations and relationships are." Valuable messages will be passed on because they are valuable, not because someone has the power to exert influence.

True enough, but that won't stop the efforts underway to leverage social networks for more targeted advertising. From a business perspective, this sounds like a goldmine to me; on a personal level, it's a bit creepy.

Comments:

Being stalked is a life changing process. Stalking victims are in a state of constant fear 24 hours a day. The ongoing nature of stalking can cause traumatic psychological damage to the victim.

Posted by Investigation Services on January 29, 2011 at 05:35 PM CST #

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David Dorf, Sr Director Technology Strategy for Oracle Retail, shares news and ideas about the retail industry with a focus on innovation and emerging technologies.


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