Social Networking Is Hot, but Research Is Hotter

In one, Jonah Peretti, founding partner of the Huffington Post,
detailed a viral e-mail campaign about his quest to wear customized
Nikes with the word "sweatshop" emblazoned on the heel.

Nikeはいつもしかけますねえ。。。

Advertisers are trying to reach audiences on a large scale through
MySpace and YouTube, but the trend that the industry will be seeing in
the coming months and years is a focus on smaller, community-based
platforms, said Bob Desena, director-active engagement at
Mediaedge:cia. "There seems to be this sense of, if you can't do
something with 3 million people, is there still lots of engagement?"


コミュニティ化はキーですね。どれだけ「中毒者を作れるか」と。

As Roy deSouza, CEO, Zedo, pointed out during a panel that afternoon
focusing on the ubiquitous topic of Web 2.0, smaller online communities
that didn't exist at this time last year are already making major
impact. Social-networking hubs such as the consumer-written restaurant
reviews of Yelp, and Dogster, a canine-centric version of Friendster,
are helping define the new movement by staying out of their users way
and letting them provide editorial content.

Creating addicts

"What addicts people [to a site] is feeling they're on the cutting
edge," he said. "Something that makes users say I'm really glad to be
here. But they're very fickle. What might be important to them this
month could change next month."

Eileen Naughton, Google's regional director in New York and a former
Time Inc. exec, said that when you consider the sheer number of ads
Google serves up to its total searches, its ad-serving network is
larger than any U.S. government network. The company's goal, she said,
is to take that system architecture to other platforms and "bring
efficiency where efficiency doesn't exist." She also said there's an
"awful lot of interest at Google" to try to quantify the value of
impressions for marketers who are looking to it for branding purposes.
She mentioned research would come out next year as Google moves into
the display field.