Media Fragmentation, Aggregation and Ethical Blogging

GM will stop advertising on FacebookFacebook’s problems with its IPO and General Motors’ decision to not include the social medium in its current ad plans may stem from the same problem: “Marketers and social marketing agencies told us that social media cannot reach critical mass in the same way that paid broadcast media can, and it would defeat the uniqueness of the channel,” according to Tracy Stokes, an analyst with Forrester media research firm, as quoted by Gavin O’Malley in his piece, “Social’s Limited Marketing Might” in Online Media Daily. . . . . Joe Mandese describes another reason in his column for the same publication: media fragmentation. He quotes Patrick Quinn, founder and CEO of PQ Media, referring to media platforms available to advertisers, “In the 1970s there were eight choices. Today there are more than 100, and 17 from mobile alone.” Mandese wrote, “Among other things, he (Quinn) noted, many of those platforms have entirely different ways of thinking about and estimating how consumers are exposed to their medium.” . . . . But it’s not all bad news for Facebook. Eric Sass, writing for MediaPost’s Social Graf, covers a new study published in the journal Psychological Science that revealed, “reactions to social media deprivation – were often indistinguishable from addicts deprived of a fairly powerful habit-forming drug, with subjects using language like ‘frantically craving, very anxious, extremely antsy, miserable, jittery, crazy.’ ” And, Facebook’s attempt to wrest the breaking news crown from Twitter appears to be growing. Tech Crunch’s Joe Constinewrites that Facebook has announced thousands of journalists now use its asymmetrical Subscribe feature, the company’s answer to Twitter’s “stranglehold” on breaking news.Wooden Horse News asks if a move by Out Magazine is an isolated incident or a new business model. The magazine let go its entire staff but Wooden Horse says Editor-In-Chief Aaron Hicklin plans to hire most of them back as contracted freelancers. While they’ll lose a full-time paycheck and benefits, Hicklin points out they’ll have “flexible hours,” and the opportunity to work on other projects for his new editorial agency. . . . David Carr writes in The New York Times that a Council on Ethical Blogging and Aggregation has been formed to establish some standards Simon Dumencofor aggregating material on the web authored by others. He quotes the council’s Instigator, Simon Dumenco, “This is not an anti-aggregation group, we are pro-aggregation. We want some simple, common-sense rules. There should be some kind of variation of the Golden Rule here, which is that you should aggregate others as you would wish to be aggregated yourself.” Response has been, well, interesting see: We Don’t Need No Stinking Seal of Approval From the Blog Police.<

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