Blog
.
Shivani Aneja
Leveraging Social Networking Sites
March 1st, 2008
A social network is a structure comprised of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency, such as values, visions, ideas, affinities, etc. The resulting structures are often complex.
Since humans have an inherent need to connect, relationships within a social network are described in terms of nodes and ties. Nodes are the individuals within the networks, and ties are the relationships between these individuals. There can be many kinds of ties between the nodes. These can vary from families up to the level of nations, and these relationships play a critical role in determining the way problems are solved, organizations are run, and the degree to which individuals succeed in achieving their goals.
(Wikipedia)
What are social networking sites?
Social networking sites are platforms for people who share similar interests to form communities and communicate with each other. These Web sites provide opportunities for people to connect, build online profiles, and share content in varying formats – messages, photos, music, and videos.
The trend of social networking on the Web began with people wanting to reconnect with friends, but these sites focus on entertainment, news and politics, professional networking, consumer product reviews, dating, and more. In the present day, companies are recognizing the potential for profit in social networking sites and seeking niche networks to communicate with.
Why should it concern your organization?
Among all age groups, Internet users are increasingly visiting social networking sites. Our experience shows that a social networking site becomes the de facto portal for the user, the center from which they maintain their primary social contact. An average user visits regularly and spends considerable time on the network checking their messages, replying to emails and comments on their message boards, writing journals, adding pictures to their profiles, inviting friends to join, and more.
According to Forrester Research, one in five online young adults in the United States use a social networking site on a daily basis. Nearly half of online adults in the United States are social media users, participating in at least one online social activity. As these sites become even more prevalent, these numbers are sure to rise. Not joining the conversation in these existing online social networking communities is a missed opportunity to reach a captive audience.
How can social networking sites benefit your organization?
Social networking sites have emerged as a communication medium for users. Powered by user-generated content, social networking sites provide a new channel for consumers to connect with one another. Organizations can leverage these connections through simple efforts, such as:
- Providing relevant content to existing communities within social networking sites
- Starting a group for your company that employees can join and outsiders can “friend”
- Exploring targeted advertising opportunities that link to content on your own Web site, or within the social networking site
- Creating a widget, or organizing a promotion around an existing application
Some benefits of exposing your brand on a social network are:
Connect with current users and prospects to build brand awareness
Most social networking sites provide a platform for dialogue and interaction within the users’ networks. Reaching out to users in such a setting will allow the organization to form deep connections and capture marketing insights. Tracking trends and ongoing conversations allows an organization to hear from their consumers directly about topics that matter to them.
Promote traffic to your Web site
Social networks by nature grow virally. Providing compelling content to the right niche on a social networking site will drive traffic to your Web site when members invite everyone in their network to read it. This creates an opportunity to engage users who may not be your organization’s regular audience, but who have heard about your business from a trusted source.
Brand reinforcement and promotion: Create brand advocates and increase awareness through interaction
Often, when a member interacts with another member –whether adding them as a friend or commenting on their profile– they receive e-mail notifications for all of these activities. If your company forms a group on a social networking site or organizes a promotion around an existing application, these emails remind the member about your brand and your Web site with each interaction. Since most sites allow members to choose if they want to receive these notifications, they tend to be positively received.
Create opportunities for knowledge-building and generate interest in your content
A popular feature on networking sites, "shared bookmarking" allows members to save links to their favorite online content and automatically share them with their friends. If a user reads your content and bookmarks it on their social networking site profile, you have gotten a word of mouth recommendation that will generate interest in your site.
Tracking the users who have bookmarked your content can offer insight about your customer base, or perhaps more valuable, a target market that you have not yet reached. You’ll have access to their likes and dislikes, favorite movies, books, music, Web sites, activities, and more. You can use this data to your advantage (showing the appropriate respect to the users’ privacy) when planning marketing and brand building activities.
Conclusion
Social networking sites present an unmatched opportunity to build brand loyalty among your existing customer base and leverage their networks to spread the word about your products and services. If you approach these sites with the right content, strategy, and tone, the results will be apparent in increased Web site traffic, brand awareness, and ultimately revenue.
Resources and References
.
