One thing has become very clear - as a brand advertiser or relationship marketer you need to keep your eye on this space. That's not to say that this is the killer app yet, or that every marketer should be jumping in, but Facebook type networks are rapidly becoming fertile ground for engaging and influential BtoC and even BtoB communications. From marketing and brand advertising campaigns, to cost effective and efficient market research, innovative use of social network applications may change the landscape of online communications.

 

In-fact we may be currently witnessing the beginning of a major shift in the driving force behind electronic networks. For years the killer application that has got people online has been email. Although not without it's problems, email continues to be the foundational glue holding together online communications and has been proven to be a very successful direct and relationship marketing channel. This highly measurable channel is flexible, personalised and easily understood by marketers. The question is, are social networking type applications starting to replace email as the internets killer communications application. Are people going to be logging into Facebook more often than their email?

 

Indeed if this shift is occurring, this is a new space, with new rules requiring innovation to penetrate the social filters and leverage each individuals association with your brand. New strategies, a rethinking of customer engagement, new measurement models and handing over some brand management control are the order of the day. We need to think beyond direct marketing and banner advertisements to truly tap into the power of social networks. I don't think the true marketing success lies in the banner ads and sponsored groups currently offered as official Facebook advertising packages - further innovation is required.

 

So while social networking sites have provided an additional online channel for consideration in the marcomms mix, it remains to be seen if the hype continues to see them develop into the dominant killer communication application from a brand and relationship marketing perspective. A ubiquitous network, offering brands easy to use tools to get social online is certainly appealing, but don't underestimate the considerable time, resources and shift in strategy required to successfully take advantage of it.

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