●フェースブック「企業のマーケターは友達」は成功するか

　「企業のマーケターは友達」と言うのがビジネスウイーク誌の見方ですが、果たしてフェースブックの新しいマーケティングは成功するのでしょうか？参加者の細かな投稿やプローフィールをマーケティングに利用し、それに応じた広告を配信し、参加者を自社のブランド大使に変えるという戦略です。

　▼Facebook: Marketers Are Your 'Friends'

　　http://businessweek.com/technology/content/nov2007/tc2007116_289111.htm?campaign_id=rss_daily

　これは以前同様の動きがあった時、参加者は相当反発したようです。今回はどうでしょうか。

　　On Nov. 6, Zuckerberg unveiled the details of a new advertising system that will let marketers deliver ads to individual Facebook users based on the details they share with friends on the site. Those tidbits include not only the kinds of data commonly available to marketers, such as age, gender, and general location, but also more personal information such as work history, relationship status, and political leanings. In all, more than a dozen categories are available to help marketers pinpoint the users they most want to reach. "This is some really powerful stuff," Zuckerberg said at a presentation in New York.

Smile, You're a Brand Ambassador
Under the new system, marketers also will be able to create brand pages where users can view related media, review products or services, add items they like to their personal pages, and become friends, or "fans," of the brand—and even make purchases. Every interaction a user has with a brand can then be turned into an advertisement—complete with a user's picture, what they did, and an image of the brand—and fed to that person's Facebook friends via news feeds that update members on friends' recent activities.

　日本ナレッジマネジメント学会　専務理事　山崎秀夫