Marketing Forum

Utility. Honesty. Usability. The UHU effect.

Rodrigo Reyes — Mon, 31 Mar 2008 20:30:07 GMT

Despite the decreasing numbers of Facebook, I think the real problem is the way advertising has been used on Social Networks. Advertisers need to understand that SNS are cousy, intimate digital places in which people can hang out without being INTERRUPTED by ads (even if they are "social ads"). Everybody loves benefits, but very, very few people likes advertising.

I believe all advertising actions should be based on the UHU Effect (as I like to call it).

Utility: brands MUST be USEFUL in order to remain RELEVANT.

Honesty: Come on!! People knows best!! Trying to reach teenagers writing as one is not allowed!!!

Usability: Dah!!

So, numbers may go down (in terms of captive audience), but the real power behind SNS is AFFINITY, not numerical REACH.

RE: Too late for advertisers on Facebook?

Matt Johnson — Fri, 29 Feb 2008 14:10:32 GMT

I think the demographic will start to skew younger.

The early adopters of Facebook where college students - most left / became frustrated with Facebook once high school students where allowed to join. These college students would make up the bulk of professionals, but are abandoning the site at a rapid pace.

The only brands that would benefit from the site (Nike, Apple, Jeep, Red Bull) already have user generated groups. It should also be noted that most users will join a corporately sponsored group, but the interaction with these groups are minimal.

RE: Too late for advertisers on Facebook?

Ginny Hendricks — Fri, 29 Feb 2008 13:39:19 GMT

I wonder if the type of user is changing - maybe fewer students but more professionals? That's what we're hoping as a B2B agency anyway!

Too late for advertisers on Facebook?

brandrepublic.com — Tue, 26 Feb 2008 10:04:32 GMT

Facebook's numbers are going down. Has Facebook had its day before advertisers have realised its potential?