Internet Marketing 2.0 - Social Networking Marketing

These days most everyone is learning social network marketing in order to promote their business. New techniques, tricks and tips have been developed by early adopters and are slowly leaking out to the general public. Small businesses continue to struggle to master the skills necessary to carve out niches for themselves on the major platforms. Short staffed companies have neither the time nor the necessary expertise to keep up with the multiple programs and as a result miss opportunities to reach their target audience and or fan base.

Marketing with a Coherent Plan Difficult Given Three Dominant Platforms

Marketing plans today are exploring ways to integrate social networking as a part of their strategy. Given the high adoption rate of network platforms such as Facebook, MySpace, and Twitter it stands to reason that any business will find customers surfing these networks. Unfortunately one of the problems with having three successful platforms is that not all users are on the same platform. That means keeping three systems updated to reach all your social networking clients.

Cost Has Had Major Impact on Adoption of Online Networks

Free membership and usage of the social networks is a major benefit. Having no cost point and offering usage with as little as a name and email address removed the two major hurdles to public embrace: privacy and cost. Oddly enough social networks quickly become FULL of personal information (including purchase preferences) which businesses find extremely useful. Free semi-anonymous networks can be prone to abuse however, and children's usage must be monitored.

The Problem of Choice

The early simple functionality of the major social networking sites led to rapid adoption but problems have arisen. One example is the difficulty for people on one system to stay connected with friends who use the other systems. This fracturing of the social networking marketing audience will ultimately result in the merger or dissolution of one of the two major platforms. Facebook seems to be more popular today, but MySpace is much better funded (under the Fox Media empire of Rupert Murdoch).

Keeping a Consistent Message

Bridging the gap between the major platforms has been a significant challenge for social networking enthusiasts. Many sales are lost because businesses ultimately give up the fight to keep all three networks updated. One thing is for certain: all three networks are in it for the long haul and each provides opportunities for targeted, low cost promotions for small businesses.

It is possible to reduce the headaches associated with using social networking for marketing but it takes a little know how to make it happen. Web marketing does work for businesses. It remains the cheapest, most effective solution for targeted marketing.

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