Joe Lewis has an interesting story about social marketing as a reader rightfully pointed out (social marketing is indeed about marketing products or services which can be viewed as beneficial from a Society point of view).
To sum it up in a few words:
- an iProspect (a search engine marketing firm) report suggests that social networks are attracting an increasing number of visitors (1 in four users each month), however still far less than search engines,
- that the rise of social networks is the sign that the Web is moving from information grabbing to participation,
- that search engines often link to social networks,
- that marketers should be using social networks more often and better (ie use niche, verticalised social networks as opposed to large mixed up communities such as myspace or youtube)