Companies which rush to get involved in the latest cool social site can end up losing out – possibly badly – warns the managing director of social media agency Yomego.
The latest craze is for Twitter and Steve Richards says that while its potential power has already been very cleverly demonstrated by some brands, others could be disappointed.
These warnings follow recent reports of a mad dash by companies including Comcast, American Airlines and Web Solutions all signing up to undertake lucrative marketing campaigns using the Twitter platform.
Richards believes that new ideas are continually being introduced and the consequence of this is that for every new ‘big thing’ this year, another will emerge and overtake it a year later. Brands wanting to join in should do so with care.
“The nature of this wonderful new world of social media is that it changes rapidly. New platforms are launched almost daily.
“The Twitter craze follows the clamour for brands to engage with Facebook, and before that Myspace. Even before that, there was Alta Vista, Boo.com, Netscape and Friends Reunited. All were good products and heavily invested in, but they have all now been left behind.
“As with all of the ‘next big things’ the excitement isn’t born out of a long term strategy or vision but out of short-term knee jerk reaction to what is cool and trendy, often from those with very little, if any, expertise in these platforms. There is nothing wrong with any brand wanting to use a new platform but there is harm in a brand using a platform just for the sake of doing so.”
Richards also points out that while Twitter may be in the news constantly at the moment, it isn’t that big yet. In February 2009 Compete.com estimated that Twitter had 6 million unique visitors a month, compared to the Guardian which registers 25 million unique users per month on its site. Sooner or later, he says, it is highly likely that Twitter will cease to exist, or get bought or change into something else.
“Social spaces are not websites to the people who inhabit them. These spaces are places for their users to express themselves and connect with people. If brands want to join in with the engagement then they must be mindful of this. Any activity must be able to provide a benefit to the community, not simply attempt to sell them something.
“Quite simply, companies should not fall for the latest craze. Connecting with an audience in a social space is not about finding the next thing everyone is talking about or the coolest bit of technology. It is about understanding who your audience is, where your audience is and what benefit you can bring to that audience. Get these three right and social spaces can and will work for you.”
Notes to Editors:
Yomego is a social media agency with the strategic insight and design capability to bring together user generated content, virtual worlds, digital personalisation and instant messaging to create truly interactive web communities. Working with broadcasters, brand and media owners and their agencies Yomego’s client list includes MTV, Viacom, Entertainment Rights, Five, GMTV, CSC Media, Dennis Publishing, Ladbrokes and ITV.
Yomego is part of the DA Group.
For further information, please call:
Elizabeth Lambley, Indigo, 0131 554 1230, email@example.com
9th June 2009
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