Social Networking In The 21st Century

Socialnetworking A social network is a group of individuals, who share common interests, beliefs, practices, etc. Although many times social networks gather physically in the community or across the country (i.e. political parties, town hall meetings, religious groups, etc.), much social networking happens online. This occurs via websites set up specifically for this purpose (i.e. Facebook, Twitter, others), as well as social news networks (for example, Digg), and other online locations like chat rooms, online virtual games, blogs, etc. The World Wide Web has set up multiple means to social network. This article will discuss some of these networks, but also explain why social networking is so vital to a company’s success.

The Internet today has provided a way that companies can virtually meet all target markets. If someone does not have access to a company physically, they can reach them through the Internet. Companies have used this to their advantage and gone one step further to use this in their marketing campaigns.

Online social networks see hundreds of millions of users each day. Facebook and Digg are mostly funded by companies, which post banner ads and web banners on their web pages. This is a great benefit for companies because they can receive traffic in the thousands and millions and pay a minimal cost for it. (Most web banners are paid on a “cost per click” basis at a low rate—typically 5-10 US cents.) Although that price adds up after many clicks, traffic increases sales and so it becomes profitable for these companies.

The other huge benefit in using one of these online social networks is that they provide great word of mouth marketing. Individuals, typically, post their opinions about products and services they have tried. This can be wonderful for a company, if the outcome was good. If the consumer had a negative experience, social networking can really hurt a company. On Digg, individuals post stories or links to products and services. Individuals, then, “dig” or “bury” the submission. Further, individuals will leave comments. This can provide great feedback for a company to see what consumers think about its products and services. It can further benefit a company because an individual’s comments can influence others for the good—offering another means of word of mouth marketing

Also, online social networks can be accessed via mobile devices. This provides a way for a company to access consumers all of the time via pocket marketing. Updates via these social networks can be sent via text message (or “tweet”) anytime of the day. Convenience and accessibility can really benefit a company.

The last really great benefit of an online social network like Twitter, Facebook, and Digg is that each of these networks provides free services. This saves a company a tremendous amount of money in marketing service fees.

Blogging and chat rooms, other forms of social networking, can provide a company with a lot of traffic and word of mouth marketing. Again, these tools offer the same benefits as official social networking websites. Here, depending on who runs the blog, influential marketing may be more effective and possible. However, if someone on Facebook or another social networking website has a lot of “friends” or “followers” the same can occur.

Social Networking is designed to offer support, and also acts as a tool to help a marketing campaign. However, by no means, is it designed to take over a marketing campaign. Companies should be aware of this last fact, before canceling out other forms of marketing. A business would be wise to find which social network or if multiple social networks would beneficial to its business. They’re all free, so it cannot hurt.

Written by: Ravi 01/04

Bookmark It