Wikipedia lists over 50 ‘notable’ social networking sites across the globe, such was the phenomenon arguably started by MySpace a few years ago. With artists such as the Arctic Monkeys and Lily Allen owing their celebrity status to the power of this new development of web activity.

From these 50, there are a number of sites that have made the big time in the UK. They’ve been adopted by web users to such an extent that their power and attractiveness to Brands continues to grow daily. Three of the most notable, and talked about, social networking sites are Facebook, Bebo and Myspace.

Socialising your brand

Marketing on sites such as Facebook faced criticism as popularity rose and the sites could not contend with the demands of advertisers. In August 2007 there was a huge abandonment of advertising in this arena as there was no control over where the ads could be seen.

Most famously First Direct, Vodafone, Virgin Media, the AA, Halifax and the Prudential all withdrew to protect their brands when their ads appeared on a rotating basis on a BNP-related page. Fear of putting brands on social networks is now starting to subside, mainly due to the fact that these sites are the gateway to millions of new customers.

The sites are now offering such fantastic targeting opportunities to ensure your message is directly relevant. MySpace recently launched a UK advertising system that targets users based on the information on their profile pages. Called ‘hyper targeting’ MySpace put people into different ‘enthusiast’ groups from the public data posted on the profiles.

Recommendation is also another key reason for using social networks in your marketing plan. For instance, a Facebook fan or company profile page alerts your friends once you have signed up to them. This is probably the easiest way to build a presence on social networks, build a page for free, send messages and post pictures for free. Just make sure you constantly update your profile to give your customers a reason to visit again and again.

BBC Radio 1 – Chris Moyles Show: Facebook Fan Page

When the show with 8 million listeners launched a Fan Page in February this year, they got a huge amount of attention from fellow users of Facebook. The page, originally set up by a fan, was picked up by the production team and subsequently plugged every day on the radio show. The page now has an amazing 307,000 fans. In what can only be a valuable lesson for marketers, each fan promotes the show to their Facebook friends and virally recommends the show, therefore increasing the audience and engaging existing listeners by way of the social community created online.

Top Shop: MySpace Page

The Top Shop MySpace page is responsible for 5% of visits to topshop.co.uk and the success of this presence is all down to the content of its profile page. Not acting like an advertiser but demonstrating ability to participate with customers. Offering style guides, discounts, previews and blogs.

Future of social networks.

So do you join an existing social network and inherit access to the millions of people who regularly update their profiles, or do you create your own social network to attract and own your own customers? The latest entrant to the social networking arena is Pepsi who have developed a new website that allows users to set up their own profile and compare their interests with six of the world’s biggest football stars, including David Beckham, Thierry Henry and Ronaldinho who will all star in a multimillion-pound TV ad to promote the site. The website will feature a section called ‘Youniverse’ where users can set up their own profile.

Or is relevance the key to the future of social networks? More and more niche sites are springing up to attract users. Saga recently launched Sagazone intended for people over the age of 50. There are tonnes of niche sites dedicated to pet owners

(doggysnaps.com) and mums (netmums.co.uk) where people can go to get tips and share information with other like minded people.

If you’d like to see how Social Networking can help you… why not give Red C a call on 0161 872 1361 or click here

Tags: Bebo, Facebook, Online Marketing, Social Network Marketing, Social Networks, Web2.0

This entry was posted on Sunday, December 7th, 2008 at 10:29 pm and is filed under Blog, Marketing, Social Marketing, Social Networks, Social Shopping, Web 2.0, World of Web. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.