Online Social Networks, Are They All the Same?

May 10, 2008 by James
Filed under: Internet Marketing 

Recently I was asked if all online social networks were alike and what strategies would I recommend for a marketing approach. It got me thinking - after all this is a very popular subject and individuals and businesses alike are trying to leverage the power of social marketing.

Here’s the answer I gave:

While each social platform has certain common characteristics, we are often seduced by the idea that this means they are alike. This is a false assumption. Just as each marketplace in the real world is dominated by, and attracts certain kinds of people, so do these social platforms.

I would strongly suggest you take a very close look at the “stream of conscious content” that is present on each site and from that you can infer the mind of your market. Then from this you can develop appropriate marketing messages that are synchronized with the flow.

Also, take a close look at the other advertisers on these sites as this will tell you a great deal too. A tip though, social media marketing is often not direct or obvious, you may not immediately see these advertisers “out in the open” they may be behind questions, polls, contrary discussion threads and other more subtler means.

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