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The Latest Marketing tool: Social Media MarketingWhile not entirely mainstream, terms like blogging, RSS and wikis are increasingly being discussed in marketing blogs and ezines. For e.g., a Google search on "blogs" returned over 652 million hits. A search for "wiki" returned over 300 million hits. Whether it's publishing blogs or advertising on MySpace online brands are forbearers in Social Media. So what is Social Media? And how does it amalgamate with marketing? According to Wikipedia, it "Social Media describes the online technologies and practices that people use to share opinions, insights, experiences and perspectives with each other." These include blogging applications like Blogger and Wordpress, and sites that use wiki technology like Wikipedia. It spans social networking brands like My Space, You Tube and Face Book. Share is the buzzword and core around which all these networking sites thrive. The evolution of the Web 2.0 has elevated users' expectations of web sites. Consumers want to be able to subscribe to feeds so information is delivered to their doorstep, instead of having to search for it. Also they want a steady supply of fresh content (through feeds, widgets), as well as the ability to participate in content creation even if it's limited to voting. These capabilities are changing consumption patterns. As a result, smart marketers are taking advantage of them to deepen their association and relationship with consumers through the various networking sites like Face book, Classmates, Friendster, hi5, Linkedin, Tagged, Xanga and of course Orkut. |