Social networking sites have unwritten but unmistakable rules for marketers. Learn what they are from iProspect's president.
As I look back at the early days of search it was a lot like the Wild, Wild West. It seemed like everyone with a website was willing to try just about anything that would generate traffic. And at the time, many marketers regularly practiced tactics that would be considered "questionable" by today's standards, but back then there were few laws of the land, and even fewer ways and people to enforce them.
Fast forward a decade and things couldn't be more different from those early lawless days of search, especially as it relates to Web 2.0. In fact, the very model that social networking is based on not only has inherent checks and balances to keep you in line, it also has some real teeth reserved for instances when you don't abide by the rules. So whether you call it social search, social media, social networking or just Web 2.0, the bottom line is that this new online marketing paradigm comes with some hard and fast rules. Fail to comply with them, and you could easily be labeled a misfit.
So how do you avoid being a social misfit? Start by recognizing the following realities of Web 2.0.
Pick the right community to target. Social networking sites are really online communities. Only a few of the users who frequent them post content on them, but those who don't post content most definitely read the content posted by the others. Each community has its own culture: its own history, preferences, temperament, intent, and its own degree of influence over its users. It makes sense to study a site's culture, get a sense of what its users are like, what topics they post content about, what type of products and services would be appropriate for them, and how closely their identifiable traits resemble those of your target audience.
Study marketer behavior on a site. Social networking sites have their own unwritten -- but unmistakable -- rules, or "code of acceptable behavior" for all who chose to participate, including marketers. Even the newest sites quickly develop their own, or they will never be able to build and sustain a community. Marketing participation on these sites can take a number of forms such as: placing a search, display, or contextual ad; posting a comment; tagging a piece of content with a keyword; posting a link to your site; and numerous other techniques. Before participating on a site, study the way other marketers behave on it, and more importantly, how the user community responds to them. Mimic the ways the most accepted marketers act, and avoid the mistakes made by those shunned or rejected by the community.
Become a trusted member of the community. The most important part of abiding by a social site's "community standards" is to BECOME part of the community, and to do so in a way that benefits the community. This doesn't mean logging-on once every week or so to see what's going on and maybe post a comment. Rather, to become truly engaged in the community requires regularly posting well-thought-out content that is meaningful, useful and of value to others in the community, and to do so in a manner that does not come off as self-serving or promotional. Take the time to monitor what people are talking about, and pose opinions or possible solutions, even when it has nothing to do with your product or service.
Be yourself, and let everyone around you know it. While participating in a site's community, you MUST be totally open, honest and transparent about the fact that you are a marketer who is also part of their community. Initially this might generate feelings of distrust on the part of some users, but it should fade as you regularly participate within their set of rules by contributing positive quality content in a non-promotional manner. Don't make the mistake of trying to operate in "stealth mode." Organizations who have tried this approach end up in the headlines when their true identity is discovered. Ultimately, such a marketing faux pas yields disastrous results for a brand within the site's community and the broader marketplace.
Embrace negative feedback from the community. Participation on social networking sites offers marketers a wealth of information about what prospects and customers think of your brand, what they like and dislike about your products/services, and how you can make improvements. Think of it as a giant focus group producing some of the richest market research you could buy, but that you're getting it by participating on the site and simply being open to any and all criticism. And when negative comments come -- and they WILL -- respond with appreciation for the feedback without being defensive, and if possible, with steps that are being, or will be, taken to correct the issue. No company is perfect -- including yours -- so acknowledge that to the community and be sure to keep the site's participants abreast of actions and results that stem from the feedback they provide. It's the most meaningful and important thing you can do to build trust and enhance the perception of your brand within the community.
Clearly, the early lawless days of the web are a thing of the past. Today the evolution of Web 2.0 has emerged a powerful and fruitful channel for marketers to tap into. However, it comes with some hard and fast rules. Abide by the rules and enjoy the benefits the medium has to offer. Fail to comply with them, and you could end up a social misfit.
If you'd like more information about social networking, the iProspect Social Networking User Study is available for download at no charge.
Robert J. Murray is president of iProspect. Read full bio.