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I Wish I Knew How to Monetize Social Media

I have spent a large part of my career studying technology markets and fundamental market shifts.  Fundamental shifts in technology markets create opportunities for new revenues, solutions, and order or magnitude benefits for users.  Think of the shift from VSAM to first generation online databases like IMS & IDMS, the shift to relational databases like DB2 & Oracle, Mainframes to Client/Server applications, Client/Server to Internet apps, and Internet apps to Cloud Computing.  Social Media technologies represent perhaps the next great fundamental shift in the technology marketplace.

Yet, Social Media has potentially become the Bubble industry of the great recession.  Perceived market leaders like Facebook, MySpace, & Twitter have yet to establish viable and sustainable economic models.  While Facebook and MySpace are generating significant revenues (estimated $285 million for Facebook in 2008, $800M for MySpace) it’s very clear they are not generating profits or the market would have heard about it.  Even name brand websites / blogs like Huffington Post, Drudge Report, Perez Hilton, etc. generate relatively insignificant revenues.  If you check out an earlier post of mine “How Much Are Mashable.com, DrudgeReport.com, and Gawker.com Worth?” you’ll see that out of the top 25 blogs on the Internet today, only five of them are generating more than $7.5 million/year in revenues – 13 of them generate less than $1.5 million/year.  Social Media today has all of the hallmarks of Alan Greenspan’s infamous ‘Irrational Exuberance‘.

In spite of all this it is premature to declare that Social Media is a bubble about to burst.  From a historical perspective fundamental shifts in the technology marketplace that led to massive new revenue opportunities were always based on a paradigm shift regarding how users interacted with and leveraged technology.  There is no denying that MySpace, FaceBook, and Twitter represent a paradigm shift.  Sending a tweet to 9,452 of your followers from a tent in the mountains is not something any of us would have expected to do three years ago.  Social Media enables you to connect with people in ways that were unimaginable, even back in the good old BBS days.  What will sustain the ongoing evolution of social media will not be the generation of revenues and profits from social media technology companies, but the value of connections and interactions amongst the members of social media communities.

Great technology, however, can’t be free forever.  There has to be a way for the ecosystem that surrounds social media to monetize the phenomenon to fund the servers, connectivity, and application development.  I wish I knew the answer to that question.  Since I don’t know the answer I am going to engage face-to-face with social media types at a conference I am co-sponsoring.  Hopefully spending a few days together with passionate people will move me a step closer to answering the question of how to monetize social media.

The inaugural Mountain Social Media Summit 2009 will be held September 11-13, 2009 at the Unicoi State Park & Lodge in the scenic North Georgia Mountains.  This event will enable folks from all over the social media spectrum to gather and exchange ideas in a relaxed, eco-friendly, and family friendly environment.  The program includes an opening social Friday night, a full day of speakers and un-conference breakout sessions on Saturday, and more sessions on Sunday morning.  Conference registration includes meals each day.

The theme of the conference is the 4 P’s of Social Media: Personas, Problems, Projects and Profits.

Personas: Who leverages social media, what are the opportunities and why is social media important in a personal, professional and commercial context.

Problems: What challenges exist for social marketers? What problems does social media address? What problems exist for social media?  Understand the opportunities, obstacles and value social media can bring to your business or your personal growth.

Projects: Understanding use cases and case studies which highlight key lessons and themes which are important.

Profits: Where is the market opportunity, revenue channels and process improvements.  Can social media increase customer acquisition, drive cost reduction and improve customer/market awareness?

We chose the venue for the conference intentionally.  Unicoi State Park & Lodge offers a variety of lodging options.  There is a 100 room hotel, 30 cabins, 105 campsites.  There are even luxury rental cabins nearby.  All of us have to attend 4 or 5 events per year and very seldom do they provide the ability to include our families.  We aren’t saying bring your kids to the session, but it is an opportunity to enjoy a weekend outdoors, learn something and perhaps bring the significant other along as well.   So this event provides a scenic 1,000 acres of wooded trails, playgrounds and restaurant which will entertain even the pickiest of kids.  If you need another excuse the annual Helen, Georgia Oktoberfest kicks off the day before the conference starts.

If you live in or near the SouthEast and you’re interested in really learning more about social media and want a reasonably priced staycation for you, your significant other, and even your kids, I’d hope you would consider joining us.

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6 Responses to “I Wish I Knew How to Monetize Social Media”

  1. PennySue Says:

    Thank you for a very interesting article. I too have a great interest in social media. Monetizing Social Media: I will definitely be keeping touch with this article, after the conference maybe you can give us more valuable information. You have done lots of research. Social Value Networks are becoming very valuable. Making connections and interactions amongst the members of the social media communities is growing leaps and bounds.

  2. John Mecke Says:

    Thanks for the note. If you are in the Atlanta area you should really consider joining us — not only will it be a great conference but it’s in a fun location.

  3. GlenStef Says:

    Hello,
    Super post, Need to mark it on Digg

    Have a nice day
    GlenStef

  4. Tim Ngwena Says:

    Great post on what’s turning into a major issue for the social media companies. It will be interesting to track this issue this year and see what the outcome is.

  5. AnnaHopn Says:

    Hello,
    Super post, Need to mark it on Digg

    Thanks
    AnnaHopn

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  1. Monetizing Social Media: CiscoFatty.com | DevelopmentCorporate  

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