Social-networking tools can be vital to building a brand, and Jennifer Openshaw offers tips for using them. Choose a niche and figure out what you want to get out of social media before you start using it, she writes.
More than seven in 10 marketers hope to boost spending three to six months before the end of the downturn, while 16% said they would increase their budgets "as soon as it ends," according to an online survey from the Association of National Advertisers. The poll also found 68% would increase media spending and 41% would allocate more funds to social networking and word of mouth.
Set to launch in a few months, Google Wave is being billed as a way for users to collaborate on documents, share media and interact in a one-stop online location. The goal is to weave together the disparate functions of e-mail, wikis, photo-sharing sites and other multimedia applications.
Velvet-rope social networks are those that require invitations to access, like Sermo. It's designed specifically for physicians and lets members discuss medical cases and compare opinions. Sermo doesn't charge the doctors, but it does charge journalists seeking medical answers and companies looking for physician endorsements. Chris Brogan calls it the "perfect social network plan" and predicts more like them soon.
This article offers key lessons from a successful Facebook campaign created by interactive shop Traction to help boost awareness among college students of Adobe's discount program. The "Real or Fake" game, which challenged users to figure out which images had been altered, shows the power of engagement, the benefits of using social ads to promote an application and the need to change applications so that users make return visits.