Driving the bus versus surfing the waveTraditional media campaigns are like driving the bus. There is a planned route, with specific destinations, and a definite stop. Social networking is a little more like surfing. One gets on, points the board in the direction that they want to go, and then hopes that they don't get creamed by a wave. In the same way, the marketer can put their message out on different social networking channels, open it to the public, and see where it goes.
So when a marketer is planning to release a message through a social medium, start by setting some expectations internally. For example, explain to neophytes that the brand is relinquishing control in favor of authenticity, or creative oversight in favor of low cost propagation. With that said, the would-be social network surfer can ensure that they are at least not jumping into a riptide. Where appropriate, set up moderation within the group, preferably through trusted brand ambassadors within the community. Pick channels with some controls in them, through well-established existing frameworks such as MySpace or Facebook, and then keep an eye on what's going on.
Pick where, who, and howOne of the most important things a marketer can do when planning a social networking campaign is understand the differences in their options and channels, and make choices that will help them stay in control. Pick where the message will be displayed, who is going to help ensure that it stays consistent, and how the campaign will mature.
Let's say there is a brand that wishes to leverage the voice of a niche consumer for a particular high end product. In this case, an influencer campaign would help build awareness, and deliver messages across multiple social networking channels.
Pick influencers who can help spread the word in a trusted fashion, and are active on multiple social networks. If these trusted influencers can be inculcated with a specific theme, they will propagate it to other places using other channels, and deliver the heart of the message in a manner which resonates with end users.
Use complimentary channels and tie them togetherIf the brand seeks to become a trusted voice in the space, focus efforts on Twitter, and encourage users to quote the brand's messages often. If the enterprise is unwilling to handle the risk of their brand being trashed in the consumersphere, consider building a proprietary network. Chances are it's going to be a combination of these channels -- i.e., a smaller social network -- to drive influence combined with an active Twitter campaign to build awareness through the voice of other users.
In this case, it would be possible to participate in the closed network to test ideas with an expert audience, and hopefully build trust and creditability. If the messaging to this group is consistently on target and well delivered, it's possible that they will begin to propagate the same themes to their friends.
There are plenty of tools out there that will let users do a little broadcasting across channels, thereby helping the marketer keep a consistent message. It's possible to easily syndicate Twitter tweets with Facebook status updates using the Twitter Facebook application, making messages such as "I'm listening to X, and they're playing a concert on Y!" appear on both channels simultaneously. People want to advertise messaging across the spectrum, and brands can leverage these same tools to complete the task.
However, there is a significant risk here. It can be grating when someone's status updates flood the newsfeed with garbage. People are using their Facebook accounts for social reasons, not just to read advertising, and it's crucial that brands not abuse the privilege of access into someone's private life. Recently, I saw someone get roundly flamed for constantly updating their Facebook status through Twitter while promoting a concert. Brand managers should be very careful to monitor how frequently they are showing up, and maintain a balance between prevalence and annoyingness.
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