How should brands use social media?

[saher sidhom]

What do you think?

[Ashley Brown]

Industry commentators often claim that connections made on social networks are superficial and short lived as the amount of effort required to make connections is minimal. Brands have recognised this ease with which consumers can communicate and jumped at the chance to easily target this consumer group but forget the other more complex details of social networking interaction.

Due to the very nature of social networks and the audience who use them (Generation Y or Generation Now) traditional interruption and repeat methods of advertising will be ignored and /or rejected. In order for a brand to get their message across to these users, they must employ a strategy of engagement, embracing the core aspects that define the usability of these sites, in order to firstly make contact and then build a relationship with the user. In many ways it must be a game of give and take, where the users feels comfortable engaging with the brand and are rewarded for their loyalty with continued interaction.

The main point to be made here is that although social networks appear to be an excellent source for highly targeted advertising and brand association, if a brand does not follow the unspoken rules and etiquette which governs a users experience, (or uses walled garden networks (who's audiences tend to be of younger generation)) they are leaving themselves open to attack from all sides.

[Marc Doshay]

Sponsorship of self-selected, relevant content to the social context. This may be in the form of information, widgets, games, entertainment etc. The key is to add value to the user experience rather than disrupting it's motives. Not new thinking, nor brain surgery (e.g. Seth Godin and a million echoes) --but much easier said than done.

[Carl Moggridge]

With common sense and authenticity. You would be suprised how brands often lack both when using social media.

[Pernille Fruensgaard]

I am very impressed and agree with ashley's answer. But instead of collaborating on the theoretic basics she very well expressed, I will just say, My answer is: like this:

http://www.flickr.com/groups/nikondigital/

[Ashley Brown]

just to put the record straight I'm a guy. (not sure if that has a bearing on anything?!)