B2C social networking and social media have a ways to go in regards to successful targeted advertising. However, the market is making progress in determining what makes advertisements successful on these sites whether it be Facebook applications, MySpace and Facebook business pages or even internal social networking sites for businesses. However, what makes B2B social networking and social media successful? Is there enough vested interest from both parties to create an engaged community - Can one platform entice two sets of audiences?
Let’s think about this… a B2C social networking example like The Knot Inc. (a social networking success story) does two things very well – they create compelling reasons for former brides, brides and brides-to-be to congregate on their site. How? By creating an incentive for their audiences to “hang out.” Women of all races, cultures and backgrounds can rally not only together but in their separate groups (i.e. Asian Weddings) to share their stories, photos and suggestions - making their site a user-friendly, trustworthy community and at the same time creating a targeted audience for advertisers. However, to even further their success and the fundamental foundation of social networking, they engage in dialogue with their community members before advertising and launching new brand pitches for member approval and recommendations.
So, what have they done right? They gained brand success by letting go of the one sided advertising marketers are accustomed to by incorporating their members into the decision making process. Brand isn’t your logo or your color or your website anymore… Brand is the company’s level of engagement with its consumers.
Now you tell me, can B2B follow that same path? We think so…
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Filed Under: Social Networks, consumers, Economics, two-sided market