More people are finding the numerous social networks online a valuable tool in generating awareness.  They are very low cost and can have a high impact…if they get the following they want.

MySpace was one of the first social networks to hit it HUGE.  Started a few years ago, it stays small until over a period of three months it explodes in users.  Finally, the owners sell to NewsCorp for a lot of money and enjoy their windfall.  MySpace remains one of the most popular social networks. Its primary demographic is the teenager, and person involved with/interested in entertainment.

Facebook is rapidly becoming more popular in the mainstream. Instead of just teenagers, the mainstream adult population is embracing it.  Why? It looks more “average” so appeals to the average person. 

Twitter just recently exploded with users.  Instead of having a space, it provides a real-time channel directly between people.  Limited to 140 characters you have to be concise.  The problem with this, is that any busy entrepreneur, investor, (or anyone else for that matter) really does not have time to engage in a Twitter.  Makes me wonder what all that wasted time could be turned to…  but I digress.

How can you take advantage of social sites?  When looking at how you use a social network,  consider the stakeholders: the company (and the entrepreneurs), customers, stockholders, investors, and people affected by the customer’s use of the products/services.  We should also include the potentials of each of those categories and those the “affected” people are usually the customers of the customers.  Remember, why does a company buy your stuff?  The answer is to make more money selling their stuff to someone (maybe you!).

Who is your primary audience, and what would they like to see, do, or say?  Answer this question, and you will figure out how to use it.  One technique to use is Voice of Customer, VOC.  More on that in a later post.

I found a link to an article written Nov 27, 2006 by Eileen Cruz Coleman on techsoup.

http://www.techsoup.org/learningcenter/internet/archives/page9173.cfm

The article talks about how certain non-profits take advantage of MySpace.  To summarize:

• Raise awareness about their cause, product, or service.
• Keep people informed on the current status of their company or activities.
• Engage an audience and create a two-way dialogue with their stakeholders.
• Offer tools that enable a stakeholder to participate online and offline.
• Direct people to their own website and to take action, becoming “customers”, “users” and overall lending more credibility to the company’s program.

The two biggest concerns were time (resources) and monitoring content to keep it on message. They welcome dissent and discussion of differences of opinions, but have to be watchful to stop flamers (people that start arguments for no purpose other than to gain attention) and inappropriate material (not just off-topic but truly inappropriate for that audience). 

Their recommendations center around marketing your site, making regular updates and involving the audience:

• Ask people to take action by subscribing, creating links, etc.
• After writing entries, invite people to comment. Market your site via word of mouth and other media. Write articles, give lectures/presentations, and get people to go to your site.
• Add other media like images and video to make the space more interesting.
• Keep it current.
• Match the look and feel to that of your brand.
• Reach out to other companies and people. Make alliances to spread your word.
• Add your URL to all your collateral (web sites, business cards, email signature, etc.)

Bottom line, it is a product you are creating around yourself or your company.  Choose a social site that fits your target, your brand, and that you can make a commitment.  Then market it.  If you are a job seeker, do the same thing.  Treat yourself like a product and market it.