Marketing with Social Networks
April 10, 2008
Marketing with social networks is the new frontier in digital marketing, but New Media is a “new beast” that requires a new approach.
Social networks work. Advertising on them doesn’t.
What does that mean? Despite the huge audiences and fantastic growth rates of social networks, the advertising returns have been less than stellar.
How can that be? You can target by group and very precise user demographics. I agree that there is huge “Google like” targeting potential, but all of the assumptions are based on an old media model. They ignore the elephant in the room.
People go onto social networks for community, content and conversation. Ads only interrupt that. In fact many people have migrated online to avoid interruptive ads. They just don’t want to hear it. Your brand is an intrusion.
So, what does work?… Building online communities around your brand or industry. Build a social network with your brand as a center piece and become apart of the conversation, part of the community and a content provider that people look to.
The true power of niche social networks are many:
* Organize your best prospects in one place.
* Your prospects bring in people within their circle of influence.
* You have the ability as the admin to contact all of them.
* You are developing relationships.
* You can monitor the discourse to determine the communities needs.
* & much more.
When you have a sound business and an audience, you are in a much more powerful position than your competitors that have to pay to access someone elses audience. Advertisements get old and go away, but communities can grow over time. Is your marketing a force of its own, or is it an interruption to someones online escape?
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10 Benefits of Niche Social Networks
March 7, 2008
Social Networks are a powerful force in the online realm. Their growth is defining the future of the internet. People long for community and recognition and social networks provide both. Once you have developed a rabid fan base through Expertisement, consider giving them a place to form a community around your brand.
Social marketing through community building offers some great advantages. Here are a few.
- Testimonials and social proof that money can’t buy
- Brand building- Brands earn premium profits
- The ability to contact members through one interface
- Organize events
- Create brand evangelists
- Viral marketing
- Communities grow, while ads fade with time
- Customers get to tell their stories
- Introduce your staff on a personal level
- Reach out to your customers circle of influence.
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