Social Networking: You Are Not in Control

CHICAGO -- Social networking has become an important part of the marketing efforts for many companies and can help others improve their search-driven traffic if certain strategies are followed, a panel said at the Search Engine Strategies 2007 Conference & Expo here this week. One just has to look at the numbers to see the importance and influence of social networks, says Todd Parsons, co-founder of BuzzLogic, an on-demand software company that, according to its marketing materials, "applies the science of influence to social media." Sixty-five million people read blogs on a daily basis, and 60 percent of those do so to find an opinion on a product, service, or something else. In addition, 65 percent of online shoppers read third-party content before making a purchase. "There are 3.5 billion online conversations every day," Parsons says, pointing out that social networks will also provide links to content carried in mainstream media. "So the way that content is used in marketing campaigns is important." He recommends that companies explore how to promote the independent creation of editorial links rather than proprietary paid ones -- even though companies will have no control over the editorial content. Individuals -- rather than the mainstream media -- will control 70 percent of Internet content by the year 2010, says Adam Lavelle, chief strategy officer for iCrossing,a digital-marketing company. He pointed out that 3M's "Post-It" notes get more attention from independent YouTube videos using the notes in animations than they do from 3M corporate messaging. So, in effect, the parent company no longer controls the preponderance of content regarding its own product. Visual content from sites such as Google's YouTube and Yahoo!'s Flickr engages the audience more than text-only content ever could, says Jennifer Laycock, editor-in-chief of Search Engine Guide, an educational Web site for small businesses interested in search technology. Flickr also enables users to include links to blogs, increasing the traffic in both directions. However, not all Flickr images can be tagged, Laycock cautions. She also recommends that marketers look at subscribing to and offering RSS feeds and joining additional online communities to help drive traffic. Marketers also can extend their brands by offering free, branded widgets and common licenses that enable site visitors to use the branded, approved content elsewhere -- with proper credit, of course. Tamera Kremer, founder of Toronto-based Integrated marketing and communications consultancy Wildfire Strategic Marketing, recommends that firms look into ways to leverage social bookmarks through del.icio.us, a Web site that offers what's known as social bookmarking: The primary use of del.icio.us is to store online bookmarks accessible from any Web-enabled computer, and to see, share, and rate links that friends and other people have bookmarked. Kremer says that leveraging del.icio.us enabled one of her clients to increase Web traffic by a factor of 10. Firms that fail to recognize and use these social networking tools will find it hard to keep up with competitors who do use them, she says. The one-to-many marketing model is outdated, says Steven Marder, chief executive officer and cofounder of Eurekster, a provider of social-search technologies; in today's environment, it's much more one-to-one marketing, he adds. With that in mind, firms should try to leverage what they already have. For example, content on a particular topic can be turned into a freely distributed widget -- providing such an engaging social networking tool can help extend a brand across the Internet.

Related articles: Front Office: Social Networking: The Harbinger of Trust The one overarching trend that will likely make an indelible mark on customer-centric strategies will involve social networking in a big way. Feature: Power to the People Now that consumers can create content of their own, marketers no longer control the message. If you can't lead the conversation, you'd better learn how to be part of it. Feature: It's All Coming 2.0gether As 2007 ends, and 2008 looms ahead of us, patterns are beginning to emerge: The future of business may not be in the hands of the executives, but those of the customer instead. And yet, hasn't it always been that way? Feature: Social Networking: Getting in Touch the CRM Way CRM magazine explains technology that will understand and leverage your relationship capital. Feature: Y Me Members of Generation Y were the first to mature in a media-saturated, tech-savvy world--here's how to blow past the buzz. Feature: Mercurial Marketing Social networking sites have bloomed in the past year or so, but just how valuable are they to marketers? The Buyer Is Your Owner Forward thinkers come together to learn how social media and CRM 2.0 are changing the business landscape/ RightNow Embraces Web 2.0 The Montana-based CRM software provider unveils the November '07 edition of its flagship product, replete with trendy new features. Reality Check: Web 2.0 and the Digital Client Handling the customers who represent the future of your business. Reality Check: Is Social Networking an Overhyped Fad or a Useful Tool? When put to the test, this sales and marketing application delivers. Social Studies: It's the Interface, Stupid! A report reveals numerous flaws in popular social networking sites' design for user experience--but also some good processes. Demographic Marketing Goes Web 2.0 Understanding how consumers approach social networking is crucial for marketers taking the Web 2.0 plunge. Try to Dig What We All Say It's time for marketers to understand how social networking sites cater to every generation. MySpace Cadets Growing popularity has marketers looking to blast off into the new social networking frontier, awash in security and clutter issues. SMBs Love Web 2.0 Small and medium businesses are quick adopters of Web 2.0, fueled by cost and performance pressures.

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