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Kelsey ILM Coverage: Injecting Social into Local Media
By Libby Waldo | December 1, 2007
Video is everywhere. Who hasn’t looked at a YouTube video in the past 48hours? But, making online videos and imaging available to local advertisers is no easy task. Just as it is difficult to get local advertisers to spend money on search marketing getting them to create videos or have videos created about themselves, this task will take time and energy to make happen.
There are two interesting players in the space: Pegasus News and CityVoter. Pegasus News has taken the approach of customizing content for users based on their habits, and the content can be either news or advertising. CityVoter is giving local advertisers an outlet to post images about their business and then users can, as the social networking world goes, post review and “vote” about the business.
Now the key thing here is this isn’t just another MySpace or FaceBook, well, not really, at least. These two companies are focusing on being the social media outlet for small businesses. One key takeaway here is the combination that both these companies see as important of have user generated content (reviews, comments) & external content (news, blog posts, etc). Both are necessary to be successful and most likely the winner in the “local advertiser social media space” will be the one who can successfully combined these two key ingredients at scale.
Topics: The Kelsey Group, Local Advertisers, Community, Content |