Social Network Marketing:What Works? What doesn't

It's all over the news…Social networking sites are not just big, they're big business.
So how can you harness the infinite opportunity for your business on social networking sites such as MySpace.com, TagWorld.com, Facebook.com, and others?
You never 'sell' your products on a social networking site. You sell your personality. You sell your cool factor. Your business objective is to develop loyalty, referrals, brand awareness and buzz about your company. We will use the example of a local pet store owner to illustrate the principles of social network marketing.

1. Target a specific demographic.
As with any good marketing program, the first step is identifying who it is you are targeting to craft an appropriate message. On sites like MySpace.com, this is easy. The 'browse' and 'search' features allow you to instantly get results in specific demographic based on age, gender, even likes and dislikes (e.g. if you own a pet store, you might add the keyword 'dogs' or 'cats' to your search criteria.)

2. Set up your profile: Think like your target audience and brand carefully.
Who are you talking to? What are their likes and dislikes? Do they work or are they in school? Create a detailed description of your target audience. Unlike traditional advertising media, marketing to members of social networking sites require a more personal, highly creative approach. For example, rather than setting up his MySpace page like a features and benefits driven web page, he may want to create a character named Buddy the dog. (Likes: eating, scratching, sleeping. Dislikes: vets, cars. Favorite Books: Cats Are From Venus, Dogs Are From Mars, etc).

3. Use the 'viral' nature of social networking sites to encourage users to distribute content.
Use video, audio, and images to create something of value for your "friends." Perhaps Buddy the Dog (a.k.a. our pet store owner) can have a viral video talk show "live from 'pet store name'", or Sing about his favorite chew toys and treats to the theme of a Britney Spears song. Develop fun quizzes with your brand at the bottom (brought to your by "The Pet Store" Social networking sites are all about user-generated, fun content Ridiculous is great. Hilarious is even better.

4. Use blogs and bulletins
Use the blog and bulletin features of social networking sites to market to your target customers but use them respectfully. Nothing will get you dropped faster from someone's friend list than using the bulletin feature as blatent advertising ("Newer, better, chewier dog bones 10%off, limited time offer). No one likes to feel like they are being sold to especially when they are just trying to network with friends and have a good time.

5. Dedicate time to network: grow your friends list and treat them well.
Regularly search for and add friends in your target demographic and regularly develop new creative content. Do not take advantage of people who have added you as a friend by bombarding them with sales messages - it will almost certainly lead to failure. Take your social network marketing as an opportunity to get to know your target audience.

About Designer On Hand
A full service marketing and design company that specializes in logos/corporate identity packages and marketing collateral such as brochures, sales sheets, and direct mail. Please check out our website for a full listing of services and packages.

For more information contact:
Molly Fisher, Marketing
Designer On Hand
molly@designeronhand.com
(919) 386-0448

Additional Resources:
www.designeronhand.com
www.myspace.com
www.youtube.com
www.facebook.com
www.tagworld.com