Summer 2009
Social Networking Sites: Useful Or Not?
Cyber devotees cannot seem to get enough of the ever growing social networking sites like Twitter and Facebook. For those “living online,” updating and checking their profiles has become a habitual part of their day. Those who are not so keen on social networking could care less about what some of their “friends” or “followers” are having for dinner that night. But one thing is certain: no one could have anticipated the way that social networking has taken the world by storm. The founders behind most social networking sites set out with more mundane goals like finding out what their friends are up to. The original intent was morphed into a marketing tool as businesses and celebrities have conscripted social networking into unexpected and innovative ways to utilize sites like Facebook and Twitter.
Mark Zuckerberg, the founder and CEO of Facebook, launched the website in 2004 from his dorm room.
Facebook was launched in 2004 by Mark Zuckerberg in his Harvard dorm room. Now, the twenty-five-year old CEO of Facebook is worth billions. Zuckerberg’s original vision was simply to create a way for Harvard students to communicate with one another. Facebook gives users the ability to set up an online account, create a personal profile, and send messages back and forth with friends.
The popularity of the site spread to older, post-college online users. Now, the 35 plus demographic is the fastest growing, according to Facebook’s 2009 statistics, as individuals seem to be fascinated by the fact that they can track down old classmates or childhood friends. What began as a simple online directory for Zuckerberg and his classmates evolved into a website that boasts impressive statistics such as more than 5 billion minutes spent on the site worldwide each day.
Twitter is a social networking site that is quite simple compared to Facebook. The text-based microblog is designed for users to answer just one question (what are you doing?) in 140 characters or less. Its founder, Jack Dorsey, thought that it would be a neat way for individuals in small groups to stay connected. “Tweeters” can update personal profiles at any time from a computer or mobile device. Those who follow them can see what they are doing or thinking throughout the day. Twitter claims to be the “modern antidote to information overload.”
Whether you are a celebrity news junkie, a political advocate, or a business executive, Twitter can be tailored to meet your specific interests. You can keep tabs on anyone from Barack Obama, John McCain, or Miley Cyrus. NBC news anchor Ann Curry has a Twitter (today it read “Whoa, John McCain just announced he has a million followers on Twitter”). Maybe you’re looking for some more general information, like a good restaurant. Post it on Twitter and see if anyone tweets back with suggestions.
Twitter is finding its place in the business
world as many begin to take advantage of its potential by “following” individuals who add value to what they do. Twitter can be used internally to encourage employee participation. Setting up Twitter as a medium through which employees can communicate is a way to keep the conversation going and ideas flowing.
Following others is a way to gain various insights. Finding individuals to follow is as easy as typing search terms into Google. Professionals in any field or location can be searched for and followed through Twitter. You might be surprised at the useful bits of information you can pick up. Some Twitter users will often post invites to seminars that they are attending or speaking at via the microblog.
Like Facebook, users of Twitter have ventured far from the original purpose intended by its founders and have used the networking tool in unexpected ways. Twitter was used extensively throughout the 2008 presidential campaigns as a way to spread information to the public. And in Iran, Twitter became the medium of a movement that swept the country. When newspapers, news broadcasts, and other forms of media were censored, Twitter became a way for Iranians to disseminate information on the movement to the world, using the site to protest results of its presidential election.
Are these social media outlets really revolutionary? Or do they provide too much information about nothing of consequence? It is up to the individual to decide whether or not they will use these tools to their own advantage.
Creating An O.P.E.N. Brand
Out of the digital age has emerged a more engaged consumer. In the past, companies controlled the messages sent to consumers. Now with more technology available to express their thoughts and opinions about companies, consumers are playing a larger role in co-creating a brand. Consumers have the capability of shaping and influencing the messages that marketers disseminate.
So how can companies embrace this new engaged consumer? Author Kelly Mooney offers a bit of insight in her book, “The Open Brand.” In it, she emphasizes the importance of opening the brand to the consumer. She notes that this may be more difficult as businesses have to work hard to keep up with technology that is constantly changing. Mooney feels that consumers are more engaged than ever with companies (thanks in part to social networking) and are important in the process of developing brand identity. According to Mooney, rather than limiting involvement, businesses should learn to embrace this active consumer.
Mooney dissects the word “OPEN” so that it serves as a reminder to businesses when developing a brand. O is for “On-demand.” Due to technology, information is readily available, and today’s consumer seeks instant gratification. The OPEN Brand must be on-demand in order to please consumers in the modern market.
Next is P- for personalizing the brand. Individuals leave behind traces of their personality, preferences, and behaviors online. Mooney believes that, to be OPEN, brands must get personal. This means building relationships with consumers through some kind of ongoing dialogue.
The “E” stands for the engaged consumer. The OPEN brand can expect the consumer to be engaged rather than merely aware of the product or service being offered. Interactivity is key to building relationships with today’s consumers.
Finally, the “N” symbolizes the networked consumer. Individuals are members of online communities, and the “word-of-mouth” effect is much greater than it was before social networking communities emerged. Consumers who are connected can reveal their thoughts about a brand to others in a short amount of time.
Zappos Ads Go In The Bin
Zappos.com has decided to place their ads in the bin…the airport security bin, that is. The online footwear retailer has found a clever way to avoid ad clutter and reach people right when they are thinking about shoes. Zappos has created a series of witty ads that are being placed at the bottom of airport security bins. Since travelers tend to be more affluent, it makes them an ideal demographic for advertisers like Zappos. Advertising in security bins has the added advantage that passengers already have shoes on their mind, so Zappos is reaching them in a receptive state.
