P & G on Monetizing Social Media

Procter & Gamble Co.
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Ted McConnell, General Manager of Interactive Marketing at Proctor and Gamble at a recent forum on digital media held in Cincinnati (where P&G is based) when speaking about advertising on social networks.

“I think when we call it ‘consumer-generated media,’ we’re being predatory,” he said. “Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren’t trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. … We hijack their own conversations, their own thoughts and feelings, and try to monetize it.”

Ted really gets it. People are communicating on social networks and if you dance around the edges trying to get their attention, you’re just getting in the way.

The rest of the article in Ad Age where I found this quote is pretty good.

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Techmeme is hiring

Techmeme is hiring someone to tweak their algorithms. It’s a new kind of role but one which I think we’ll be seeing more of in the future; in newsrooms and in corporate PR departments. When it’s so easy to aggregate, the next great war will be over the filter algorithm.

From the posting on craigslist (which I discovered via Matthew Ingram)

We’re not sure what to call this position. News Technician? News Analyst? Configuring Editor? The role involves interacting with an automated news-picking computer algorithm, configuring it and prodding it to ensure balanced and comprehensive coverage of important news topic areas. It’s the kind of job that possibly has never existed until 2008 but will become increasingly important in the years ahead.

Sounds fascinating.

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