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.