Many discussion forums or groups i follow have one common thread - how to use social networks for advertising. There are questions being asked, case studies being shared and lots of debate on the how and why of it.

The key benefit being foreseen is that of a digital word-of-mouth. As an advertiser you are expected to do things that a consumer can share with the network, or create a hangout for a niche audience. That way the trust and reputation a consumer has with within the network will give advertiser reach and relevant mesaages to be delivered. Besides in real life a friend has no 'profit-making' interest in sharing. There will be the ones who do to be one up, its not like someone was getting paid to share. Hmm, there are a few ;), all of us have run into them.

Very few advertisers are using social media well in india - and cases of success on popular social networks are fewer. Very few might actually be trying to do so - Its probably good that way. Well good things dont last long - and internet with its endless potential and advertisers with their endless greed can make a mess of my favorite - i like to catch up with my friends here - place.  The mess could be in terms of luring people into doing word of mouth. Im sure all of us are not very disciplined in allowing people into our networks. Unlike real world social networks which we intelligent humans so easily keep separated from one another, its not that easy in digital world. Its after all digital :). With services like the below starting up, we will have a lot more noise in our network.

Not everybody took to network marketing in real world - it meant hard work. One had get over 'fear of public speaking' to go meet people sell and then make money. The internet social networks though seem to be making it a lot more easier. Just type and click a button. With mobiles you can even post a picture. Look here to see how Starbucks is using it.  If your network is sizeable - the intrusion volumes will be significant. So will these also fail, fail faster than the 'tv industrial complex'. Because the high volumes will force us to learn to ignore these that much more faster. Of course - software filters will be useful. Just as useful as spam filters.

To draw parallell in the real world - would a salesman be welcome to interrupt a lunch im having with my buddies. But in real world no bar or restaurant is serving free food and beverage. Some even have a hefty entry fee to keep miscreants away. How will we harmoniously co-exist to mutually benefit?