Social Networking
Wednesday, December 31st, 2008Welcome back!
How To Use Social Networking To Boost Site Exposure Part:ONE
In the beginning, there were search engines. Some, like Google, chose the minimalist approach of delivering only search results to their users (though that has changed dramatically in recent years). Others like MSN and Yahoo! took a completely different path.
They chose to provide their users with a menu of options, including chat features, maps, weather, and a plethora of other tools. For online marketers and site operators, they’re considered one of the most effective resources for free exposure and traffic.
During the past few years, a new phenomenon has emerged: social networking. Websites such as MySpace, Facebook, and LinkedIn connect people into broader bands of like-minded networks. In so doing, they threaten to usurp the role of the search engines.
Today, we’re going to briefly explore how the social networking trend gained momentum so quickly. I’ll explain how savvy marketers are using the social media sites as one of their newest marketing strategies. Finally, I’ll describe a few tools that will allow you to leverage these sites for increased exposure to your own.
Rise Of Social Networking
Despite what a lot of marketers believe, online social networking has actually existed for over a decade. Arguably, it began when Classmates.com launched in 1995. Over the next few years, they were followed by Six Degrees Of Separation, Circle Of Friends, and Friendster. MySpace transformed the field when it launched in 2003. The following year, Facebook was founded.
The power behind these social networking sites – and the potential they hold for online marketers – lies in their ability to aggregate targeted sects of the public. Not only can these diverse audiences be segmented based upon demographics, shared interests, and other aspects, but they represent connected communities.
It didn’t take long for marketers to notice the potential.
Basics Of Social Networking Marketing
Marketing on social media sites requires a subtle, rather than aggressively promotional, approach. Remember, we’re not talking about spending thousands of dollars on media banner buys that canvas MySpace. You can do that on any online property. The true value of social networking sites lies in the communities in which you immerse yourself and the potential reach they represent.
It’s a matter of establishing yourself as an authority in your field, adding value to the community, and directing those who are in your network to your websites.
For example, let’s assume that you manage a website that sells parts and accessories for Ford Mustangs. You’ll have no trouble finding a social networking community that is filled with Mustang enthusiasts. If you brashly promote your site and products, you’ll lose the community’s attention and likely gain their derision. However, if you answer questions for others, provide short tutorials, and even informative videos, you’ll be considered a valued resource.
Your profile on the social media properties should include links to your site (in this case, your Ford Mustang site). As your perceived value within the social networking community rises, more people will read your profile and visit your site.
In other words, social networking is about creating relationships with those in your market. That means you’ll need to stay active and connected within the community.
Tools Of The Trade
As the options and features for each social media site have expanded, a number of tools have been designed that can help you harness them. An in-depth look at each of these tools is beyond the scope of today’s post, of course. But, I’ll introduce you to a few of the applications that have been developed for Facebook:
Facebook Beacon: This tool will automatically link to your website from other Facebook members’ profile pages when they buy something from you.
FeedBurner: FeedBurner has been around for years. This is a tool created specifically for Facebook users. By installing it onto your profile, it will update every time you post to your website’s blog.
QOOP: You can use this application to transfer the pictures on your Facebook profile to posters, t-shirts, coffee mugs, and other items that promote your business or site.
Getting Started With Social Networking
It’s worth emphasizing that marketing on social media sites should be one part of a larger strategy. It should blend in with your search engine optimization strategies; it should support your video marketing, which we discussed recently; and it should help build your affiliate base (if you’re taking that route).
To get started, choose a platform that offers exposure to your targeted audience. Depending upon your product or website, you might be better served by focusing upon MySpace rather than Facebook. Next, set aside the time (or pay someone else) to create a significant amount of content or useful tools directed at the community you’re targeting. Then, get involved in the community by becoming a valued resource in your field.
Marketing on social media sites is about prying open different points of access to your audience. If you follow the tips I’ve just given you, you’ll enjoy additional exposure for your site, a boost in opt-ins, and increased sales.
