Internet Marketing with Social Media Sites

The most widespread phenomenon on the Internet today is undoubtedly the rampant proliferation of social media sites. Not since the dot.com explosion has the there been an Internet trend that is so permeating in its and global reach and popularity. It is expected that by early 2008, all the various social media sites will have more than 230 million members. Speculation predicts that figure to grow aggressively until 2009, then new memberships will level off by 2012. The combined revenue from these sites, which in 2007 reached almost $970 million, is estimated to balloon to a whopping $2.4 billion by 2012.

This tremendous growth is fueled almost entirely by teens and young adults around the world and companies want to appeal to this huge market using social media marketing techniques. Just think of the number of IPods, Play Stations, Wii and X-Box consoles that were sold last year. Discussions and reviews of such products within these social groups creates a buzz that almost invariably sparks demand. Let’s face it, Nintendo pushed marketing boundaries by grooming children to become consumers by the age of four or five, especially in Japan and the United States. Sony and Microsoft have shifted that gaming industry to teens and young adults. This concept applies to many other types of products and services that can now be marketed effectively online through social networks. The “Post-Nintendo” era, social media site members are a market segment that is simply too large to ignore.

Creating brand awareness in such a big arena can reap big rewards for businesses. A careful touch is required, however. Shameless plugs and blatant product placement can be a huge turn-off for this fickle audience. While many of these short attention spans may ignore ads or click elsewhere, carefully targeted advertisements in tasteful, bite-sized portions just might be eaten up. On the other hand, there are some people who enjoy bashing brands, badmouthing products and fabricating elaborate conspiracy theories. This is not the type of press a company wants spreading virally throughout a 230 million member community. Therefore, many companies are conflicted on the use of social network advertising and its effects on their business. The term Super Advocate has been coined. It refers to someone who has achieved huge web traffic from RSS subscriptions, a YouTube video, FaceBook contacts, etc. and amassed a large audience. There is tremendous advertising potential in these numbers. One must also consider the affect of a Super Advocate becoming disenchanted with a company or product.

It is my opinion that if a subtle approach is used in this relatively recent concept of social media marketing, it would have a significant impact on one’s web traffic and the web presence of a business. When used as part of a well balanced internet marketing plan, taking advantage of social networking is a worthwhile approach to reach many potential customers. The most effective means of ensuring continued marketing success in this venue is through social media optimization. This is achieved by utilization of tagging and social bookmarking. Also by increasing backlinks and linkability to your social media site helping content and advertising travel throughout the internet.

Social network marketing is not a fad or a “SEO method of the day”… it is here to stay. Social Bookmarking, Social Networking, Conversation Participation with links from and pointing to those conversations is the key to being a successful Web 2.0 Marketer. Tread lightly but persevere.

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