In Online Spin, Joe Marchese of socialvibes offers this good advice regarding the kind of advertising that will work in online social media.
As he sees it, the requirements are:
- Interaction — but more than a simple click-through to a landing page or micro-site;
- Customization — let "them" put their stamp on "your" brand;
- Socialization — as Joe says: "Advertising can start conversations, not always between the brand and a consumer, but between two consumers (better known as people). People want to have a reason to talk to each other; sometimes it’s just a matter of knowing what to talk about … if your advertising creative induces two people to start a dialogue … users will love you for it."
I think he’s right. But I’d broaden this by suggesting these three ingredients are the mandatories of all good online communications these days.
Tom
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I’ve been paying a bit of attention to the discussions on the new social networking and how it impacts non-profits. In reading the Philanthropy Network Newsletter, I was drawn to an online initiative from Target stores, allowing online voting to help them direct their contributions to non-profits. After placing my vote (there were 10 choices), I shared the webpage on Facebook, and within an hour there were 4 or 5 of my FB friends who had done the same, and as well leaving comments about the relative strengths and (mostly) weaknesses of such an effort by Target.
It seems mostly win win situation: a few non-profits get a little more $$ thorugh online input, and Target gets the positive PR (I would presume most who participate in the Target effort are not, like my FB friends, part of the non-profit/development/fundraising world, and so see Target in a much more positive light because of it.
But here’s my quesiton: how do those in my circle who had constructive/critical thoughts about Targets efforts actually get those points across to Target?