Adam T. Vaccaro

Occasional musings on journalism and media

Posts Tagged ‘advertising

Why Are Social Media Accounts Used Only for Editorial Purposes?

with one comment

Here’s a question for the media-types.

Why do news organizations only treat their social media accounts for editorial purposes?

Social is the buzzword in advertising, and most every news organization has itself at least a Twitter and a Facebook page, with a decent number of followers.

Why shouldn’t advertisers pay to have links to their websites or products or what have you blasted via those accounts? Newspapers, magazines have always been editorial and ads. If a Facebook feed and a Twitter stream are going to be considered a vessel for news organizations to spread their content, why can’t they equally be seen as an advertising source?

Without having done any kind of study, but I bet advertising services as disbursed via social media would be a hell of a lot more effective than simple banner or display ads. Or popup ads. It is shocking to me that some sites are still employing popups. Seriously. If I see a product advertised via popup, there’s a decent chance I’ll go out of my way to not buy it.

Two things. First, you would not put your editorial staff in charge of these advertising blasts. You would most indeed want to keep that line between editorial and advertising steadfast, for the same reason you don’t want your editorial staff writing ads — it comes as a threat of credibility, etc. So you’d need to make sure your advertising staff has access to post those ads. And there would likely need to be some agreed to quota between advertiser and organization as to the amount of times an ad can run per day, as well as an internal agreement at the organization about the ratio of ads posted to news content. The editorial content should probably be posted at a much higher ratio, so as to not irritate readers and risk the dreaded unfollow.

Second, also in keeping with the traditions of news organizations, I imagine you’d need to make it clear that a social ad is indeed an ad. I don’t know if that’s as simple as writing AD: (You’re only losing 4 of your 140 Twitter characters that way if you include the space bar) ahead of the Tweet, but I feel like this could be easily worked around.

It just strikes me as obvious. News sites are being accessed via social media. Readers ignore display ads. Advertising is the lifeblood of the industry. And editorial and advertising have always shared the page and the airwaves. Why can’t they share a newsfeed? Who says a news organization’s social networking account should be purely editorial?

I’ve never run a business and have never attempted to sell an ad, so I may be missing something. If so, please tell me why this wouldn’t work. Or are there places it’s already being done? I haven’t seen it, and I have a hard time understanding why not.


Written by Adam T. Vaccaro

October 25, 2012 at 7:55 pm

Posted in Commentary

Tagged with , , ,