Scouring the web these days you can find a plethora of blogs, tweets and web sites on which marketing consultants tell you how to "optimize your campaign using social media", or how "Twitter can be a great complement to your integrated advertising campaign". And AdKrispies is no exception. The search for the next great way to market to consumers has spilled much digital ink.

But while this is great from a theoretical point of view, I still fail to see concrete applications of social media inside actual campaigns. Companies are still tip-toeing in social media and emergent communication, and on rare instances will you actually see an actual campaign that's entirely wrapped around social media.

I'm not saying I find this disappointing, but I'm honestly getting a bit fed off with the fact that the hunt for social media information seems to be more important than its actual application. People seem to be on a Twitter craze, posting and reposting everything they find on the matter.
As I mentioned before, blogs are eloquent on the matter. There are five to ten 2.0 social media startups sprouting everyday on the web, "helping me better connect to people and places".

Well, it seems the more I spend time getting connected to people, things and places these days, the less I actually see them. My time hunting for social media is taking too much time, and not generating enough money. If social media is going to be an important part of the communications business, well it should start acting as such.

Monetize, don't just theorize.

Edit: I personally congratulate the people at Skittles for coming up with their new website and its brilliant use of social media. Bold move, yet full of win.

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