It gives everyone the opportunity to have a voice (how loudly that voice is heard is still a matter of repetition and promotion like any other message) but the fact that the average person can now weigh in on … anything … is the logical progression of the “always on” media world we live in.

I believe we’ll see social media at the core of many business launches, integrating user opinions and contributions will be “the norm” in the years to come.

We do a lot of social media marketing for clients, but interestingly the application of it for business does not seem as natural and intuitive to business owners, than it does for personal ranting / blogging.

This will change as people become more used to the tools and how to apply them to different situations.

Example that might be of interest is the virtual world of Second Life. last year it was the hype and lot of big names came in and invested money in new marketing opportunities. But, last week, Forbes magazine stated that most of them are disappointed. Their in-world locations are mostly empty, their messages are not reaching anybody. Analysts said that second life is not a place to advertise but “to get laid”. So far from truth…

I blogged about the issue at http://metaverse.acidzen.org/2007/corporations-sux-in-second-life here are some main points:
It is not true that second life and other developing virtual worlds are not good for marketing (and yes, for getting virtually laid but nobody denies that). They are opportunity worth gold. But, they are different. Most of the companies built their locations, presented what they have to present and are waiting for a miracle.

Now, really, would you come into building (virtual or real) to watch somebody’s advertisements? I don’t think so. It seems that they forget to put themselves in position of a visitor and to ask a crucial question: “What’s in there for me?” Most of the bloggers know that question very well. Why should anybody visit my site? Because I am adverizing my products there? Yeah right! Second Life is full of interesting things, great builds and nice people… lot of fun you can find there if you are into that kind of using your computer and internet connection. Competition in entertaining residents is huge. And much of competition comes from the places that are not made for marketing purposes.

On the other hand, virtual worlds are great place to communicate with your customers and potential customers. They are so great that old ways (that are used in traditional media like newspapers and TV) are not working. I don’t want to watch commecials. I want to be informed and communicated. And I want it in fun and interactive way. I want to benefit from that. In any other case, I just go to another place. Just the same as with landing on a blog but with added opportunity that, in second life, I also can meet other customers and company representatives and to talk to them live.

The new media, both 3D web and the web2.0 are giving us new and different ways of communication. And they are asking for them too. Those who keep to old boring TV approach will be kicked out of the game. No pity for them.