Social Media and the Future of Marketing

Am I the only one trying to make sense of social media and how it’s changing marketing strategy?

If you’re under (let’s say 30), then you’ve pretty much grown up with social media; MySpace, Facebook and the like.

Those of us who are a little grayer are also a lot "greener" about how it’s supposed to work.  Right now, I get this feeling that there are a few large organizations i.e. Coca Cola and McDonald’s who are trying desperately to be "hip to the trend."  But all the efforts I’ve heard about have been – shall we say "Lame."  I read somewhere that McDonald’s has a page on MySpace for a french fry and you can "be friends" with the fry.  I think the bulk of businesses are looking for something with a little more substance than that.

A client of mine Don Philabaum, President of ISG (Internet Strategies Group), has been ahead of his time in this area having developed custome communities for universities.  He’s just completed a virtual "Bible" on the topic that makes me feel like the guy in that old music speaker commercial where he’s sitting in the chair and literally getting blown away by the sound. (I’d find a picture – but I can’t remember the name of the product – how sad is that!)

So now, I want to know what all you marketing gurus out there know and think about this trend.