The world of social networks is a daunting one for marketers. At last count, MySpace.com had over 300 million users, Facebook boasted over 62 million active accounts and business networks such as Plaxo and LinkedIn featured over 15 million profiles each.
Social networks hold huge opportunities for brands. The personal, interactive nature of social networks mean that brands have the chance to present themselves to users in their own, personal space – allowing for a more memorable, individual interaction.
Added to this, brands can leverage the natural endorsements given through groups and personal associations with brands, almost functioning as free market research into their specific consumer set.
But, how do you successfully leverage your brand within a social network?
1) Create a brand profile
Register your own brand group as the ‘official’ offering on the relevant network. You can then make access of related groups and communities, inviting them to join this sanctioned brand group.
2) Continuous communication
To ensure your community is constantly up-to-date and involved, make sure that relevant content is always available and a host of topics offered to allow users to personally interact with the brand.
3) Encourage collaboration
Run a contest to devise a new campaign slogan or solicit entries for the next advertising spot – it will enable users to interact on a new level, whilst providing cost-effective creative straight from your target consumers!
4) Register your own network
A very big idea but one that is sure to win you prosumer praise. Represent the interests of your consumers by starting a social network i.e. a fantasy league network for a sporting goods retailer.
The people formerly known as the audience have transformed. Blogs and social networks have become vital tools in the arsenal of marketers worldwide and any brand looking to promote and protect itself should seriously consider the influence these resources have on consumer purchasing behaviour.
The new era of prosumers is here and they’re brand-savvy, marketing-aware and prime for the taking. Ensure your brand harnesses the potential of these new ‘super-consumers’ before you are left behind, choking on the dust…
