I came across this cartoon the other day.

It’s called “Word of Mouth” but I think what it really illustrates is that impressions that are closer to you are more valuable than others.  It speaks to Old Media v. New Media – Traditional Advertising v. Social Networking.  The friend isn’t even promoting her drink, she’s just sitting there, yet that influence is more powerful than all the overwhelmingly powerful noise of traditional advertising.

This is the power of Social Media.  A video podcast (for example) that has a regular community surrounding it creates a small family.  The number of viewers is perhaps smaller but the impressions are much more effective and valuable.    I think this needs to be taken into consideration when setting a price for ads or product placement.

Yea, I know, many advertisers and agencies don’t get it.  That’s the mantra.  But you know what?  I think many of them do.  They sit around and think about this stuff all day just like we do.  I think some of them want to feign ignorance so they can get something valuable for free.  Don’t fall for it.  A simple mention in the right video podcast is much more valuable than a magazine ad or a banner on a website.