To Social Network or Not: The Current Agency Quandary
Reason to think carefully before moving forward:
- Sadly, due to lack of monitoring or sites growing extremely fast you can run into a lot of “dirty.” Dirty meaning: nudity, vulgar language, hate remarks etc.
- Not all networks monitor and your product could easily become associated with members who choose to bare themselves, truly….
- Copyright laws have been a big source of contention on Youtube in the past, something Googtube will try to rectify, so maybe wait until that can be dealt with.
- Some networks won’t let you advertise if you are not a member of their network. Is this right? Can’t say whether it is or isn’t…but if they won’t let you on, there are always other places to go, to find the same or bigger audience.
- Blogs and rockin syndication feeds may again not be monitored and the use of vulgar language could show up at anytime.
- Some social networks just don’t last
As an Agency, I make it my job to know whether a network has the ability to only advertise in certain sections of their site. Meaning, if my client has a product for Organic dog food, can we only advertise to the pet lovers sections and not in the dating section where “dirty” might show up? Same for blogs and rockin syndications, again it’s the agencies job to thoroughly read through the blogs and rockin feeds that they are considering promoting their clients on.
Call it “Vadar” if you will, vulgar radar…the moment you see the use of any vulgar words, move on to the next blog/feed you are considering. Chances are if you catch anything with Vadar, they are not going to monitor their blog just for your client, no matter what you pay them.
Lastly, make sure as an agency you know the rules that are being enforced out there to keep our young social networkers safe. This way when you find the right social network to advertise on, you don’t create campaigns that will interfere with keeping the young networkers safe, such as asking too much information, type of content/graphics and so on…
On a successful note, we are currently working with a client on getting the word out about their product that is good for the environment, cuts down on gas and meets auto regulations. We will be using blogs, to get the word out and eventually a social network.
Feel free to comment on any successes you have had as an agency with social networking, it’s a good way to show it can be done, safely for the agency and your client.
Happy networking!
Reader Comments.
We run an online ad network focused on the retail industry. It includes a site, RetailMob.com which is an online social network for retailers. We find that vendors are beginning to see the benefits of an integrated campaign(text ads, graphics, content and email presentation)that positions them as a trusted vendor partner rather than an advertiser. Many however can’t identify that point person or team within their organization that will blog, look for forum topics to chime in on, post useful articles and in general “participate.”
It’s a hard commitment for them to make when they have been trained to measure campaign success in terms of Adwords analytics. It’s good to hear that agencies are looking for niche social sites that serve their clients’ industries. Together perhaps we can help advertisers develop online campaigns that are viewed as a resource to the viewer rather than a distraction.
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