Ultimately, it's the social networking application that determines how sophisticated a campaign can be. Facebook provides ample tools for advertisers to create and run their own campaigns, on a self-serve basis. More than just the ability to create a static page, brand managers can also research demographics and target very specific audiences. Despite this great entry point for brands aspiring for social networking greatness, it's crucial to remember one key cultural point.

 
Nasza-Klasa does not have this level of sophistication, and advertising is not as heavily integrated into the user experience. Brands cannot create group or fan pages, and the advertising is placed in traditional locations. There are, however, some fun, contextually relevant banners for the visiting user. For example, Olay presents one return user with an ad asking her by name if she would like to be the youngest looking one from her class. Note that Nasza-Klasa has also allowed Olay to set the background image on the user's profile page, something that Facebook would not allow. The best bet is to spend time on the network, looking at the feature set, and trying to observe what tools are used, and how. This should provide insight into how to best reach the consumer and stimulate interaction.

Olay

All around the world, users are logging on to social networks, and talking with their friends. It can be a great opportunity for a brand to propagate a message virally, reaching out to multiple audiences through well-planned campaigns. There are risks, though. While all social networks are founded on the same basic principles, the cultural and linguistic contexts in which they operate will impact a number of important factors. Why users visit a social network will differ based on their social background and sets context for which brands might be expected. Demographic bases will differ from place to place, which in turn can affect churn.

Finally, platforms in different places will provide for different levels of interaction with the audience. Ultimately, there are plenty of places around the world where a brand might consider dabbling in social networking. Before a brand reaches into a new space, however, it is critical to consider who is on the site, what they are using it for and how to best empower a dialogue that is relevant, positive and authentic.

Evan Gerber is principal experience design consultant at Molecular.