Monetization - the ultimate challenge for web platform hopefuls. Once they've reached critical mass, how to make money? The most obvious answer is to offer some form of web advertising, whether display or Google Ad Words.
But given the increasing banner blindness in consumers everywhere, social media sites like YouTube and Twitter need to show advertisers that deeper engagement can be achieved through their platforms.
After all, credibility is an imperative for real communication or persuasion.
To help advertisers see how they can play a role in this,
YouTube has launched a
Show & Tell channel that showcases best-in-class case studies. Users can browse the latest in Interactive Videos, Brand Channels, Homepages & Viral Hits. The Creatives' Corner is hosted by the Art Directors Club and includes materials on storytelling, viral videos, opportunities, etc.
Twitter is also showcasing their most maximized accounts, but going less branded.
Twitter Tales asks "How do you use Twitter?" and shares content in the categories of Life, Community and Humor.
I really like this effort, especially after attending the New York chapter of the
140Conference last Spring, where teachers, NGOs, TV personalities, humanitarians, musicians, comedians, and more shared their best uses of the real-time web (mostly not branded!).
