I read with interest the figures from LinkShare suggesting that ad revenues and returns on social media sites were far lower than their experience had shown (NMA 8 July 2010), as well as the numerous defensive comments from media executives.
Presumably, LinkShare took a snapshot of the social media advertising landscape as a whole, probably including many companies swept up in the social media frenzy that perhaps lack the planning and buying experience required to make appropriate media judgements.
This being the case, these findings conclude that social media is only a relevant advertising platform for some products. Also that strategic direction and media planning is still required for the optimum media mix. And finally, this social media frenzy has driven significant revenues, but isn’t it likely to be a short-term fad?