Social networking is set to continue its growth in 2008, with the emergence of ‘super advocates’ posing one of the biggest challenges facing companies looking to use it as a marketing channel, according to a new report from Experian.
The Impact Of Social Networking In The UK report predicts that super advocates will have a huge online following keen to know their thoughts on a company, its new products or problems that they have encountered.
It says that from a company’s perspective, these individuals will either be their most ardent supporters or just as easily their harshest critics, if handled badly.
The report recommends that companies quickly identify super advocates and use everything at their disposal to keep these key influencers on side..
2008 is also forecast to see the rise of web 2.0 clique communities; sites that appeal to powerful individuals, from City lawyers to executives with stringent membership requirements to protect their exclusive and highly influential members.
According to Experian, much of the content from these new sites will find itself drip-fed into the mass appeal social network sites for wider consumption.
Experian’s advice is that organisations need to create a dedicated marketing strategy, focused solely on monitoring specialist community sites and carefully introducing valuable content for members to disseminate, ensuring the community’s natural order remains undisturbed.
The report’s co-author, Tony Mooney, managing partner for Experian ClarityBlue, said: “If you asked most marketing directors if they have a Web 2.0 strategy, they’ll probably all nod sagely. The reality is that for most companies this consists of a page on Facebook and that’s about as sophisticated as it gets.
“This year, brands will need to realise that if they’re going to market themselves on social networks, it’s all about understanding this environment, being incredibly subtle and providing real value, not marketing gimmicks.
Robin Goad, research director of Hitwise, an Experian company, and co-author of the report, said: “At the end of 2007, social networks accounted for 7.7% of all internet traffic sent to other websites. As the functionality and accessibility to the information they hold improves, this figure will only increase during 2008.
“Easier access to this data will mean that marketers can use it to better target their social media messages, gaining better quality business leads and greater value from their social media marketing investment.”
eMarketer released a forecast in December which predicted that US advertisers will spend $1.6 billion on social networks in 2008, a year on year rise of 69% (see US Advertisers To Spend $1.6bn On Social Networks In 2008).
It added that the total US social networking audience will grow by 46% over the next few years to 105 million in 2011.
Meanwhile, in November, Nielsen Online revealed that five of the ten fastest growing online brands over the last year in the UK relate to social and professional networking (see Social Networking Dominates UK’s Fastest Growing Online Brands).
Related Links
