Marketers are hopping on the social-media bandwagon by creating their own social networking sites. Attracting critics as well is a risk marketers believe they must take to stay in the popularity game. A brand is a brand is a brand and will never rival mega social sites such as Facebook and Twitter, which already have millions of users, but will complement them. Marketers spent about $1 billion to advertise their brands on such sites in 2008, according to eMarketer.
However, there is a fine line between being too “sales-y” and gathering like-minded users into ever smaller groups. The idea is to encourage people to leap from ads to their own self-created groups of devoted buyers. And these people also appear on the wider social networks such as FaceBook and Twitter, enlarging the circles of awareness even further.
Volkswagen, Tropicana, ArtId, and marker brand Sharpie are among brands with new social-networking sites that give people tools, blog capabilities and insider access to offers.
It’s all about putting the consumer in control. Sharpie (markers) has launched a site where members show what they have created with Sharpie markers - drawings, decorated tee shirts, sneakers, anything they think of. The users show off their work and Sharpie gets more buyers - a good deal for all.
Once a trend like this takes root, there is no telling where it will lead. It appears to benefit everyone involved - time will tell. Meanwhile, it’s a fun thing to do!
