It hasn’t taken long for all manner of social networking applications not only to catch on, but moreover to grow into most people’s lifestyles to a remarkable degree. Sociologists and marketers have taken notice; social networks are being studied intensely. Buzz Engine constantly analyses the mechanics, human dimensions and trends in this market.
Centrality of Social Features
The ‘social’ revolution is not merely a market; it is a marketplace. These public online spaces like Facebook have introduced new interactive features, which have proved so popular — so viral — they have been incorporated into sites across the Web.
These are features like rich personal profiles, the ability to pick friends or follow others, as well as ways to set preferences for privacy. But more importantly, the social revolution gives people robust ways to share content and then follow up on other’s responses.
Social networking provides various handy ways for people to filter and choose the marketing content and advertising that they see or consider. Facebook and other leading networks (including Google+, Pinterest, Twitter, LinkedIn and so on) are also excellent places to offer sharable content about products, brands and services that will be spread organically through digital word-of-mouth.
Therefore, delivering quality content that is easy to share is in any company’s best interests for creating a natural groundswell of curiosity and earnest interest in what it offers.
Social Is Personal
Social network personal profiles function for many people as a portal of their personal Web, an online space from which they can enjoy the rest of the Internet in safety — and especially, they can do that along with online friends in real time.
The question of the day is how to deliver on the expectations of users who have taken control of their media lives. The basic solution is simply to help them stay in control, while offering media that may interest them or even help them, without necessarily trying to sell anything before a relationship has formed.
What is important is selecting the correct media channels for given audiences, so that there is an available form of content for many types of people within the general audience.
Online Reputation Management
Buzz Engine also focuses on the results of increased social network visibility and interaction between brand followers. Reputation management is an essential component of a well rounded strategy toward social media marketing.
What happens online is unpredictable because there is a meeting of many representations (the Web being very symbolic, visual, image-based, and so on) and interpretations of that content. Add to that situation a robust amount of communication and online interaction, and there is the possibility of misunderstandings.
When certain people have misunderstandings or possess wrong information about a brand — let alone true knowledge of a brand’s lack of integrity — they may write unfavourable comments or even ‘flame’ the brand by badmouthing it online. This is where PR meets online marketing, particularly using social media.
Not only is praise from the online audience (Likes in Facebook, for instance) a good thing to highlight and acknowledge with thanks, all kinds of comments or messages should be moderated. This is called online reputation management; it should go hand-in-hand with receiving positive feedback from the audience as well as handling situations where misunderstandings have arisen.
In the end, Buzz Engine always concentrates on honest, high quality content and promotional materials for social media marketing — because this eliminates confusion before there is a need to put out fires that have ignited from off-brand messages. On the other hand, our reputation managers also are skilled at monitoring, guiding and ameliorating online discourse about our clients’ online presences.