eMarketing & Commerce (eM+C)

You will be automatically redirected to emarketingandcommerce in 20 seconds.
Skip this advertisement.

Advertisement
Connect
Follow us on
Advertisement
 

4 Reasons Not to Add Social Networking to Your Site

October 2, 2008 By Les Kollegian
1
Get the Flash Player to see this rotator.
 
Social networking sites have become virtual "town halls" for people to aggregate, communicate and share ideas with one another. These sites are also growing in numbers. Wikipedia says there are 111 recognized SN sites such as MySpace, orkut, Facebook, hi5 and Blogger. Mashable, the influential social media blog, acknowledges more than 350 sites. Many have been extremely successful in attracting membership and raising venture capital, and even sold for millions to billions of dollars.

SN sites are a key ingredient to search engine optimization, as well as gaining and retaining Web site memberships. However, social networking is not for every marketer or Web site. Here are four reasons it may not be a good idea to add social networking features to your site:

1. Social networking isn't the core purpose of your site. Are you building a site solely for the purpose of enrolling members for a specific community interest? If not, be careful. There are more than 350 sites competing with you for eyeballs. Thus, be prepared for an uphill battle to grow your membership. If you are not fully committed to this route in both design and marketing, try to think of another way to differentiate your site from your competition.

2. You don't have the time and ability to moderate. If you do, blog away. The more relevant content you have on your site with appropriate keywords, the better your overall SEO. However, many Web site owners want all the Web 2.0 bells and whistles but don't want to spend the time ensuring the content in their sites is relevant or appropriate. Once you've planted this digital garden, you have to feed it and weed it.

3. Your customers are already members of social networking sites. Think about the customers who are coming to your site. Are they already social networking site members? If so, try a different marketing approach to reach them — such as interactive gaming — which may be a better fit than creating profiles, chat rooms or instant messaging, any of which members of social networking sites already receive as members of these types of sites.

4. It's easier — and potentially more lucrative — to integrate with existing SN sites. Let's say you're trying to get the attention of the 18- to 30-year-old market. Why not create clever, original content that users will want to share with their friends on MySpace, YouTube or Facebook?

With combined memberships into the hundreds of millions, this may be a better awareness generator than creating your own SN site from scratch. When you make it easy for users to add your content to their current SNS pages of choice, they automatically share it with their friends.

Les Kollegian is founder of and creative director for the Jacob Tyler Creative Group, a San Diego-based design firm specializing in Web design and development, product design, and online marketing. Reach Les at les@jacobtyler.com.


 

Companies Mentioned:

1

SPONSORED CONTENT

MORE ON SOCIAL MEDIA >>

FROM THE BOOKSTORE

To meet the demands of today's socially connected donors, this new edition explains how to mesh today's online technologies with direct mail to produce optimal fundraising results. The book includes current research on timely topics such as:  online vs. offline behavior online giving statistics demographicsbest practices in integrated fundraising, and more How to Write Successful Fundraising Appeals, 3rd Edition

To meet the demands of today's socially connected donors, this new edition explains how to mesh today's online technologies with direct mail to produce optimal fundraising results. The book includes current research on timely topics such as:
online vs. offline behavior online giving statistics demographicsbest practices in integrated fundraising, and more...

ORDER NOW

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:
David - Posted on October 02, 2008
Thanks for posting this and the link to Mashable! I was on the fence about adding social networking.
Click here to view archived comments...
Archived Comments:
David - Posted on October 02, 2008
Thanks for posting this and the link to Mashable! I was on the fence about adding social networking.