Social media: Nobody doesn’t like it

Sara Lee has made a foray into social media with a series of webisodes that utilize real moms hawking Sara Lee products. The use of “real moms” lends an air of authenticity, which we know is important for believability. Beyond that, the web series is posted on Facebook, YouTube and Metacafe. Social media are the cornerstone of the “new advertising.” Added to the appearance of the video series on social media websites are blogging and tweeting. Who would have ever thought that advertising would come to this? But these are the tactics of the moment and fit nicely into the rubric of Participatory Advertising, with engagement being the measurement of success. Perhaps it’s these difficult economic times that are driving marketers like Sara Lee toward the use of social media. The use of social media websites with their interactive qualities should provide a good lesson in marketing economics. This is especially important given new tools to measure engagement in the marketplace. While traditional advertising may work well at establishing awareness and it may serve as an important reminder, brands that want to engage deeply with their target markets much utilize social media.