There is clear dissatisfaction with the current state of marketing among the social media mavens.

• Fred Wilson and Union Square Ventures are looking for companies to invest in to take advantage of this.
• BuzzLogic releases their conversational ad service.
• The Inquisitr moves from AdSense to Technorati Media, indicating a potential shift at b5 Media.
• Lookery is providing demographic information that is relevant to social media providers and shaping ad presentation that way
• A completely off-the-radar person such as myself realizes that there is gold in what holds the attention, and that’s not always the latest and greatest

So what can be done? Jeff Jarvis points out that the problem lies with measurement. I agree, as there is only value in a system where all of the people involved agree on what the metric of record will be, and how it can be validly captured.

Currently CPM is the agreed upon metric. In a feed based online world, how does a CPM model work? And, most importantly, why would I continue to place your ads on my site if all your doing is advertising to people based on the words on the page, rather than who is looking at the page and how often that page is looked at.

In effect, advertisers should be the ones thrying to figure out how to get into the community, get into the conversation. As an advertiser, don’t you want to be where the action is? But how do you find an engaged audience in an online world that makes a sand castle on the beach in a hurricane look stable?

The challenge for advertisers is to be able to find the active communities and conversations effectively. The challenge for content creators and communities is to understand the value of their conversations, the interactions that people who visit the site have with the content.

In effect, a social media advertising model turns the current model on its head. Site owners and community creators gain the benefit of being attractive to advertisers because of the community, not because of the content. And site owners who understand who visits their site, what content most engages them, how they interact with the system will be able to reap the greatest rewards by selling their community as a marketable entity.

And Steven Hodson rounds out the week’s think on communities by throwing out the subversive idea that communities are not always free (as in ‘beer’, not as in ‘land of’). If a community has paid for the privilege of coming together to participate in communal events and discussions, then can’t that become an area for site owners to further control the cost of advertising on their site?

While the benefit of reduced or no marketing content is the benefit of many for-pay communities, this benefit can be used by site owners by saying that an advertiser can have access to the for-pay community at the cost of higher ad rates and smaller ads. The free community is a completely different set of rules, but there are also areas in the free community that are of higher value than others.

In summary, the current model is broken. But there is no way to measure the value of a Twitter stream, a FriendFeed conversation, a Disqus thread, or a Digg rampage. And until there is, we are stuck with an ad model that based on the words on the page, and not the community that created the words.

Tags: ad network, ads, adsense, advertising, advertising model, API, attention, audience, b5 Media, blog, blog advertising, BuzzLogic, BuzzMachine, community, content, control, conversation, current, data, digg, disqus, EAD, feeds, Fred Wilson, friendfeed, HTML, HTTP, IE, IM, information, interaction, interactions, IP, it, Jeff Jarvis, LAN, Lookery, Mac, marketing, measurement, media, metrics, Newest Industry, Om, One, online, online world, pr, social media, social media advertising, social media advertising model turns, social media mavens, social media providers, Steven Hodson, Technorati, The Inquisitr, twitter, Union Square, Union Square Ventures

When I look at my logs, I am always astounded by the items visitors come to read.

The one posting that I am most proud of is this one, where I do not sing the praises of Gutter Helmet.

b2evolution only maintains local hit logs for 30 days. In that time, there is a serious pattern appearing.

URL					NUM
----					------
Home Page				116
Why I Will Not Recommend Gutter Helmet	105
This is your host on South Park		30

I have been watching this for a while, so on Monday, I wrote a letter to some of the executives at Gibraltar Industries [here], the holding company that now owns Gutter Helmet.

Dear Gibraltar Industries:

I saw that your company has just purchased Gutter Helmet. Congratulations.

I thought you and your team would like to know that my blog post detailing my experience with a Gutter Helmet installation is near the top of Google Search for the phrase “gutter helmet”.

http://www.google.com/search?q=%22gutter+helmet%22 –> it’s the link from the IceRocket blogsearch engine

I get between 5 and 10 visits a day where people are reading what my experience with the Gutter Helmet installation team was like.

Gutter Helmet is a great product. The team that installed it failed miserably in making us happy.

Good luck, and remember: the conversation you don’t hear will be the one that hurts you the most.

stephen

On Monday, there was a huge flurry of hits from Gutter Helmet IPs and others, including what looked like Gibraltar’s very high-priced law firm.

And you know what?

They didn’t bother to respond.

So, I will continue to de-evangalize Gutter Helmet, as they are stuck in a negative customer experience death-spiral. If they can’t get over the big company, “One complaining customer is nothing” attitude, they will continue experience the force of a customer scorned. And when new prospects research the Gutter Helmet product, they will continue to encounter my negative experience high on the search engines’ lists.

Gibraltar Industries: I am now defining the conversation around the Gutter Helmet product, and you have no control over that. If you don’t believe this has an impact, follow the thread and conversation around Jeff Jarvis’ experience with Dell [here].

IceRocket: Gutter Helmet, gutters, contractors, customer service

Tags: Acquisition, Dear Gibraltar Industries, Dell, Gibraltar, Google, Gutter Helmet, high-priced law, Jeff Jarvis, One, search engines, South Park

Most of the time, I leave the morbid Web performance post-mortems to my former employer. However, I had to note that the flash traffic resulting from the explosions in London has effectively crushed the Web sites of the BBC (main site, not the news site), Sky News, and ITN.

This information is purely anecdotal; I am having incredible difficulty getting to any of these sites from here in the US.

On a side note, Technorati is either responding very slowly, or not at all. Not sure if this related to the events in London, or some other event.

This is shocking. Listening to Tony Blair, you could hear the anger in his voice.

UPDATE: Flickr Pool

UPDATE: Steve Rubel tells us that he is experiencing similar performance degradadtion. He also points to Jeff Jarvis linking to bloggers on the bombing.

Technorati: BBC, ITN, Sky News, web performance, London

Tags: bbc, blog, BuzzMachine, cro, HTML, HTTP, IE, IM, information, it, Jeff Jarvis, leave, Mac, Om, performance, Technorati, tn, traffic, update, web, Web Performance, Web+performance