|
On any social networking site (SNS) like Facebook or Friendster,
there can be two types of brands. First, we are the brand custodians
of brand “me.” We connect to other users through our
own-generated content that includes profiles, blogs, pictures and
music.
We browse through other profiles looking for
similar tastes and interests. Or maybe, simply attracted by a cute
photo? How we attract other users (or brands) to advertise in our
sites largely depends on our efforts. Interesting and unique content
attracts traffic. More traffic means more visitors. And more hits
can attract advertising.
Second are the brands that we use everyday like
Globe, Nescafe and Coke, which are using this form of social media
as part of marketing communications.
All these communications are meant to bring
people together with brands finding ways and means to connect to
people.
Convenience and connection
Marketing and media practitioners are taking a
serious look into SNS as advertising and media vehicles that reach
and engage specific target consumers.
According to a Jupiter Research report entitled,
“Social Networking Sites: Defining Advertising Opportunities in a
Competitive Landscape,” social networks provide for advertisers
and marketers ways to break through the clutter and enlist brand
advocates. Brand profiles continue to be created around various SNS.
I was browsing around Facebook and saw many
brands. Wendy’s, McDonalds and Jollibee are also present in
Facebook. I also visited pages of other tech brands like Intel,
Dell, Blackberry, Google, Yahoo and Microsoft. All these pages gave
users many opportunities to learn and experience the brands, either
through discussion boards or viewing video content.
Florencia Pettigrew, international marketing
manager of LinkedIn said, “LinkedIn launched its company pages
allowing users to view information, which combine network
information with a company’s description, key industry statistics,
and targeted job listings.”
Brands can also create their own SNS.
Nokia launched its own SNS, www.cool.nseries.com,
in China. The site serves to bring together online its core
“twentysomething” demographics. Users discuss about what’s
cool or not.
Jeff Roberto, Friendster’s marketing director
said, “We continue to see increased interest in advertisers,
brands, marketers, and agencies looking to us for new innovative and
compelling advertising strategies.”
Recently, Facebook and Blackberry have entered
into a partnership that brings together the convenience and
connectivity of mobile communications and social networking
platforms. “By working intimately to provide a link between
Facebook and BlackBerry, maintaining these connections are no longer
deskbound; through the BlackBerry smartphone, we are providing an
expansion of reach and utility to users who see the benefits of
accessing networking tools while on the go,” said Norm Lo, vice
president, Asia Pacific, Research in Motion.
Continued growth of SNS
Roberto sees continued growth of SNS. He told me
that from the top 20 sites on the web today, about 30 percent to 40
percent of them are social networking or social media sites. “This
wasn’t the case just five years ago. The social networking space
is still evolving and we’ll continue to see growth here,”
Roberto added.
According to eMarketer, the third and the fourth
top on-line prediction for 2008 include: social-network advertising
hitting $1.6 billion (third) and networking goes beyond MySpace and
Facebook (fourth).
Growth is a given as users continue to upload
content and seek convenience in using SNS. Users also want
interoperability. It all must be convenient to blogs, participant in
discussion groups and upload pictures, video, pictures. And mobile
connectivity is adding more convenience.
“In addition to mobility, phones are
increasingly enabling people to do everything that’s possible in
SNS. This may be a little scary where children’s use is concerned.
All these tools have both upsides and downsides,” said Anne
Collier, editor of NetFamilyNews.org and co-director,
ConnectSafely.org. She said that social networking is just part of
the evolution of media. “People are really trying to understand
the implications of this participatory medium.”
A Web-based interactive forum and information
site for parents, teens, educators and other professionals
interested in the impact of “Web 2.0” on kids, you can visit
their website at www.connectsafely.org.
Personally, I see an increasing presence of
brands around social networking sites. These sites will continue to
provide a unique, engaging and even integrated experience bringing
brands and consumers together.
If you want to know more about the growth and
influence of social networking, there’s the Social Networking
Conference at the Hotel Intercontinental from May 20 to 21, 2008.
Check out the website at www.fmi.com.ph.
Lastly, allow me to introduce one priest who is
not afraid to embrace technology: Fr. Armand Robleza, SBD, who
celebrated his birthday on 30 April 2008 at Don Bosco Makati. Sorry,
won’t reveal his age. He continues to inspire and lead others
towards the dream of nurturing the Filipino youth to become the
future servant leaders of our society. Check out his website at www.coderedmag.com.ph.
|
