There are five things I usually hear when talking to clients about social media and marketing. These are only 5 of 10 myths. I'll release a part II in the coming months.

1. 5 Myths about Social Computing & Marketing Presented to the AAAA Kansas City Council Board of Governors November 6, 2008 Carlen Lea Lesser, Associate Director Interactive Strategy

3. 5 Myths about Social Computing and Marketing

4. Myth: Social Computing is a Niche Activity E-mail IM & Chat Feedback Blog & V/Podcast Media Sharing Building Integrated Social Network Freestanding Social Network Virtual Worlds Forums UGC

5. Myth: Only a few People are Involved in Social Computing Source: North America Technographics Media and Marketing Online Survey, Q2 2008; Forrester Research 21% 37% 19% 35% 69% 25% 75% of Adults are involved in some form of Social Computing

6. Myth: Only Millennials are into Social Computing Base: US online adults Consumers can belong to multiple categories Source: North American Social Technographics® Media And Marketing Online Survey, Q2 2008 38% 28% 24% 16% 10% Inactives 59% 68% 71% 75% 80% Spectators 11% 24% 33% 53% 74% Joiners 11% 17% 21% 25% 27% Collectors 28% 36% 39% 42% 49% Critics 11% 16% 22% 29% 38% Creators Older Boomers 55+ Young Boomers 45-54 Gen-X 35-44 Gen-Y/X 25-34 Gen-Y 18-24

7. Myth: It Doesn’t Matter if your Audience are “Inactives” Social Computing Brand? Gov / NGO Other Ads

8. People use Google for Navigation, not Just Discovery Paying for Navigation: The Impact of Navigational Behavior on Paid Search. Atlas Institute. September 2007 Social Computing Brand Ads Other

10. ? Now What? Considerations for Advertisers

14. 5 Final Thoughts

17. 6 Appendix: Great Examples Social Computing Advertising