Commentary

Social media is terrible content

for brands, according to Barbarian Group CEO Benjamin Palmer, during a panel on social media buying. Small conversations among lots of people that don't add up too much. "The problem with the Internet now is that there's no big content," he said, affecting a Stephen Wright-like air of ambiguity. He seemed to say that TV, by comparison, has a lot of money involved in creating content and the advertising running against it, so a lot is at stake on both sides. But in calling for "bigger Internet stories" he didn't really define what he was talking about. Original video hits? Fred of YouTube fame? And given his criticisms, why is Barbarian in interactive advertising instead of TV?
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