• by Joe Mandese  @mp_joemandese, June 23, 2008

While behavioral targeting may be revolutionizing online advertising for direct and performance based marketers, it hasn't caught on in a significant way in terms of planning social media buys. At least that's how Paul Beck, Sr Partner, Executive Director of Digital at Ogilvy Worldwide, sees it.

“We're still trying to get a client to understand why they need social monitoring,” Beck shared. “Just trying to get them to understand the value of social media in the first place.”

Instead of being incorporated as part of a broader strategic plan, Beck conceded that social media still is looked at by most of his clients as a tactic or a stunt.

“Every single day you're faced with, ‘What's my face book strategy?' or ‘Where's my viral video?' Those are not strategies,” he said.