Social networks are like high school, where everyone wants to tap into the power of popularity. Deep Focus' media director explores how to get the in-crowd to join your brand conversations.

The recognition of positive social media "buzz" as a real and powerful online marketing currency is just the beginning.  Learning how to zero in on the most influential consumers in the social stew is the real challenge ahead-- particularly for the entertainment industry, and especially when engaging the younger influencer.      

But how to reach and resonate with them in their networked environments implies a delicate marketing feat-- namely gaining an authentic invitation to join their conversations…without looking like you're trying too hard.

Trust
There are generally two sources that young influencers don't trust for direction on their entertainment choices: Advertisers.  And everyone.

Having distrust for an advertiser's messaging isn't much of an explanation-- it's an evolutionary reality. Young influencers have, as part of their DNA, the ability to block out irrelevant marketing messages-- or worse, they experience automatic recoil and distaste (not unlike acid reflux). 

But what about "everyone"? After all, "you" were just named Time Magazine's Person of the Year-- in part for the creation of these online networked communities. Doesn't the collective consumer experience on these networks provide just the platform for a trendsetting influential consumer to feel at home? That depends.

Consumer-controlled creation, collaboration and participation in online communities means, by definition, there is a low barrier of entry for anyone with time and a computer. Meaning everyone.  For influencers (and subsequently the marketers trying to reach them) this is a problem.     

With every "in the know" digital hangout there is inevitable diminishing return in perceived authenticity and cache as mainstream individuals pick up on it. At some point along the trajectory influencers either move on to what's next, or are so diluted by the masses as to become irrelevant (akin to a virtual death for networked trend setters).   

As we've seen in the online social networking space, this rise and fall can happen at break neck speed. What's "in" today for young influencers, can be "out" tomorrow. MySpace, for example, is potentially going to prove out to be the super nova of social networking in the context of maintaining clout with the influencers-- having gone from being non-existent to reaching over 50 million people to arguably a property on the back end of the coolness curve…all in less than two years.            

For this reason (assuming the young trend-setting demographic is a critical component of who an entertainment property or product is trying to reach), it is imperative marketers act fast to follow these individuals where they go and provide relevant opportunities for engagement. This is particularly true for an early awareness push around a new movie, show, record, book, et cetera.

But following and finding them within the next new hangout is just the beginning. To appropriately engage influencers poses the real challenge. 

Three rules of engagement

1. Genuineness. A sense of authenticity is why influencers gravitate towards certain social networking destinations.  As a marketer, the No. 1 rule of engagement in these spaces is then to remain genuine with messaging and content. This means providing influencers with the opportunity to become informed (exclusive content, behind the scenes, background information, et cetera) on their terms. Pure tune-in or release date messaging won't cut it. An authentic conversation starts with getting to know who "you" are and what you are about.   
2. Utility. Similarly, once influencers are empowered with information, they need the tools to express it and share with others. Widgets, customized profiles, one-click blog/profile posting and the like are just some of the current manifestations. Besides creating new tools, marketers can also work within social networking destinations to enhance or underwrite existing utilities-- such as enabling the upload of additional pictures, video, songs or friends. Providing this opt-in and / or enhanced utility can help propagate not only good will but priceless positive chatter and awareness.  
3. Subtlety. No marketers -- particularly in entertainment -- want to hear that a big ticket opportunity on a social networking site involves subtlety. But subtlety doesn't imply low impact. It implies a respect for the aesthetics of the environment users are in, and the relevant places a marketer can be without interrupting the experience (and actually offering the opportunity to enhance it). Opt-in engagement opportunities versus a high impact exposure-based strategy builds trust with influencers-- trust that will pay divides in the end. Self-made brand ambassadors become that way only if they feel they've arrived at the decision themselves-- not coerced by overt advertising.   

With the rise of networked communities online, connected conversations have been amplified and accelerated, providing even less wiggle room for entertainment marketers to influence sentiment with exposure based planning. And targeting the most influential within these communities requires nimbleness and a willingness to pursue and adapt that will be unprecedented in online marketing. While publications, TV channels and even content sites on the web can take years to come in and out of vogue, online social networks can turn red hot and cold in one fiscal year. Partnering with the right agencies and employing the appropriate rules of engagement will be the challenge ahead for the entertainment industry. 

Are you prepared for popularity?

Eric Druckenmiller is media director at Deep Focus. Read full bio.