MySpace and Facebook Rule, While Smaller Networks Drool!

My daughter consistently runs around the house screaming "Girls Rule, and Boys Drool". I couldn't get this phrase out of my head when I encountered the following piece from Marketwatch on the success of the two largest social media platforms.

The article specifically talks about Social Network usage on mobile phones. ABI research states that nearly half (46%) of those who use social networks have also visited a social network through a mobile phone. Of these, nearly 70% have visited MySpace and another 67% had visited Facebook. No other social networking site reached 15% adoption mobile adoption...therefore "proving" their lack of value. :(

But what about the little guy? After all, we know quite a few of our respected elders on eons.com. And let's not forget about the flocks of teens fleeing Facebook and heading to hulu to avoid their parents. Today, I was talking about Ning.com, a create-your-own social network program that is pretty neat. Is there a place for these Social Networks? Or is it all pointless....should we all just bow our heads to the mighty F & M, and join the movement?

The answer, of course, is both. For marketing purposes, I can tell you that 96% of communities that we form are on Facebook and Myspace-- simply because of the volume of active, involved users. But if you are looking for a trulytargeted approach, it might be a good idea to try some of the less publicized sites. I can't think of a better place to form a brand ambassador program for a newly released book than gather, for instance. A program for teens could be instituted by recruiting teen brand fans through myyearbook.com. While you should focus most of your social networking efforts on the "big two" (and for goodness sakes, please don't try to build one one for your brand and expect people to come to it), it makes sense to use some of the secondary networks.

Whatever your strategy, here are some MOST IMPORTANT TIPS:
1. Whatever you DO, the marketing on these networks need to be appropriate to the audience. Know how Facebookers work, and how your brand fits in, or you might get trashed in a blog like this one.
2. Be consistent. Someone needs to work your social media strategy 24/7. If you can't, we can. Whoever you use, even if it's in house...please make sure they are using WOMMA as a resource.
3. Be transparent. Be real. Be honest. Get your actual fans to talk about your products, NOT actors or pseudo posters. Your fans will appreciate conversations with other real fans. Find influencers who truly love you, and you have your ticket.