April 11, 2007 at 17:59Internal mail social networks - a marketer's longed dream
IProspect and JupiterResearch conducted a large-scale study to determine how users behave on social sites and how these people can be “hooked” from a marketing point of view.
The study of iProspect Social Networking User Behavior Study included the audience of all large sites that have the functions of publishing comments, ratings, reviews and voting. Even the Amazon store came up with such a definition of a social site (by the way, this is almost the only social service on the Internet that really sells something).
The researchers found that the audience of the most popular social networks is much smaller than the audience of search sites Google, Yahoo and MSN. Even the largest social networks cover only 25% of US Internet users per month. Therefore, marketers should continue to spend core resources specifically on search engine optimization.
Nevertheless, experts emphasize, it is easy to reach the target audience in social networks. To attract their attention, you need to use any of the special techniques of "implementation" (participation). For example, you need to publish some content or a link to the content that will attract the attention of the target audience and make users bookmark this content, appreciate, recommend and link to it. Moreover, the vast majority of users of social services, as shown by the survey, are passive consumers of information, that is, they do not publish anything or leave comments. By the way, this, perhaps, explains an interesting phenomenon that on the website of any online store there are practically no negative reviews , no matter how bad the store does not work.
The researchers also found that direct mailing to the addresses of the target audience is very effective if this mailing is carried out directly from a social site, that is, through the service’s internal mail. Such embedded messaging systems are available on almost every Web 2.0 service.
via iProspect Social Networking User Behavior Study
The study of iProspect Social Networking User Behavior Study included the audience of all large sites that have the functions of publishing comments, ratings, reviews and voting. Even the Amazon store came up with such a definition of a social site (by the way, this is almost the only social service on the Internet that really sells something).
The researchers found that the audience of the most popular social networks is much smaller than the audience of search sites Google, Yahoo and MSN. Even the largest social networks cover only 25% of US Internet users per month. Therefore, marketers should continue to spend core resources specifically on search engine optimization.
Nevertheless, experts emphasize, it is easy to reach the target audience in social networks. To attract their attention, you need to use any of the special techniques of "implementation" (participation). For example, you need to publish some content or a link to the content that will attract the attention of the target audience and make users bookmark this content, appreciate, recommend and link to it. Moreover, the vast majority of users of social services, as shown by the survey, are passive consumers of information, that is, they do not publish anything or leave comments. By the way, this, perhaps, explains an interesting phenomenon that on the website of any online store there are practically no negative reviews , no matter how bad the store does not work.
The researchers also found that direct mailing to the addresses of the target audience is very effective if this mailing is carried out directly from a social site, that is, through the service’s internal mail. Such embedded messaging systems are available on almost every Web 2.0 service.
via iProspect Social Networking User Behavior Study