FacePaint…MyFace? No, It’s Facebook!
The online social network Facebook.com is quickly gaining popularity. It opened up for anyone to join in fall 2006, previously available only to those having an email address from an educational institution. Facebook is like an amalgamation of such messaging programs as MSN Messenger and ICQ with sites that allow users to post and view user-created content such as MySpace and YouTube. While the adoption of social networking on-line is second nature to the younger set, not everyone is so quick to catch on. Hence the title of this blog post, it’s difficult to get these sites sorted as to features, audiences and – most importantly to some – their capabilities and opportunities as marketing tools.
An article in the Globe and Mail, “RIM mascot targets online scene – BlackBerry not the first brand to 'tap into those eyeballs'” by Keith McArthur highlights the idea that consumers who are into a social networking site visit it daily, adding up to a lot of time spent checking out the posts, comments and news of others. Some people are reluctant to join at first, assuming that the site is too juvenile, but its growth really is impressive. McArthur’s article recognizes that brands can also join social networking sites, although this trend is slower to take shape on Facebook than on MySpace. However, since friends are only added to profiles on Facebook with permission, a popular brand would have an easier time of this than others. Of course, “unofficial” pages can be added as well, posing as a brand or celebrity, which can have a positive or negative affect depending on the attention it receives.
An appealing feature to a marketer is the “events” section where members can post invitations to upcoming events and promote them with comments and photos. Another feature, which got its big break leading up to Valentine’s Day, is the “Gifts” option. Members are able to give “gifts” to their friends, which are simply graphic icons such as a cake, flowers, or a puppy dog, to give just a few examples. For Valentine’s Day, all users were offered the chance to give one gift for free. Gifts generally come with a price tag of $1 and require credit card payment. For several of the gifts, proceeds were donated to a charity. Facebook also has a blog where Facebook contributors and employees can offer members advice and information about Facebook.
New features are being added very frequently along with interesting opportunities for marketers. The biggest issue may be: How long will its popularity last? And along with that, can members and marketers get along? There is already evidence of members’ wariness of Facebook’s credibility and threats to their security and privacy.
In light of these issues, another article in the Globe and Mail, “Andreessen gets into social networking - Netscape co-founder attempting to take social networks personal” by Michael Liedtke discusses Ning Inc.’s diversion from such “one-size-fits-all” networks through its creation of a free toolkit designed to allow for the easy launch of a customized social network aimed at a niche audience. This leads to a discussion about such social networking sites as Facebook as internal marketing or human resources tools. Already on Facebook, “networks” are being created that represent employees of a particular company, just as they previously represented schools. However, through Ning Inc.’s tool kit, a more private and secure network could be established. This is a much more interactive option than e-newsletters. It also raises opportunities for B2B marketing.
What‘s next as online “social networking” comes of age?
