(2011-05-27) Social Networking Friends As Entertainment

Michael Sippey notes some Edelman research that finds

• people are perceiving traditional Entertainment forms as delivering less and less "value"
• 45% of people in the U.K. and 57% in the U.S. believe Social Networking sites are a form of entertainment... (which) have remained stable with 31% of consumers in the U.K. and 37% in the U.S. saying they provided “very good” or “excellent” value. (Attention Economy)

Edelman thinks that entertainment platform/channel fragmentation is what has led to lower perceived value (of individual platforms). And they conclude: entertainment companies have a real opportunity to regain trust by articulating a stronger value proposition to their consumers and by offering the opportunity to engage with them through multiple platforms.

Sippey disagrees: it's about needing to figure out how to create emotional connections with characters and stories that approach "friend" status. If you can make your content become part of their lives and identity, they'll seek it out in the channel(s) that's best for them. I'm not sure that's realistic, beyond what's already done - but I'm not sure what he really has in mind.