Adding Social Networks to the Online Branding Mix

Posted on | February 20, 2008 |

by Dr. Mary Lou Roberts

At the OnMedia NYC conference earlier this month there was a panel entitled “Cracking the Online Branding Code.” This video snippet argues for niche social networks as key to reaching people with a predisposition toward your brand. It’s hard to argue with that. People who have identified with an interest-based social network—the speaker uses dogs as an example—provide an ideal setting for brand development.

View the 2.5 minute video here
View the 50 minute panel discussion here

I’m also reminded that virtually every marketer I meet these days wants to “create community”—by which I think they mean building their own proprietary group of like-minded people. That’s also hard to argue with. If the marketer has privileged access to a social network, brand building should be easier.

Marketers are getting the message. This eMarketer chart (eMarketer newsletter, January 25, 2008) shows types of communications marketers plan to implement in the near future. Most are directly aimed at increasing the interactivity of communications.

But marketers should pause and think a moment before rushing precipitously into interactivity. Two questions; First, do you have a strategy? Any social media initiative should have objectives just like any other program of communications. How are you going to measure results? Is the program likely to have a reasonable return on investment?

Second, is your organization able to deal with interactivity? Is the business prepared to hear criticism and to respond to it in a thoughtful manner? Does it have people with the requisite skills and organizational backing to deal openly with the public? Is it prepared to take action on customer complaints and suggestions?

Technology is not an issue. There is plenty of it out there; much of it is good, and some of it is free. Strategy and personnel are the critical issues. And neither of those comes free—especially in terms of the time of personnel with the necessary skills and temperament. Marketers need to consider the investment of time that will be necessary, not just the lower media costs of the Internet.

According to the CEO of Havas Media’s McKinney unit, “To do it right costs money,” [Brad] Brinegar adds. “It’s just allocated in different ways.”

Those are words for thoughtful consideration.

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