What is Web 2.0?
Web 2.0 refers to the second generation of web communities. It's not an update to the internet, but rather changes in how software developers and end users are using the web. Over time, the internet has evolved into sites heavily powered by user-generated content. Social Media, the largest portion of Web 2.0, has transformed web users from content readers to content publishers.
Social Networks - Social networking sites, such as Facebook and MySpace, involve creating a personal profile page and sharing it with friends, family and even strangers from around the globe.
These sites are quickly becoming the best new source for gaining valuable market research as companies find they can reach specific target audiences and tap in to see how their customers are engaging in different behaviors.
Online Community Platforms - YouTube and Flickr, which are considered online community platforms, allow users to share videos and photos, respectively. With thousands of videos uploaded each day, YouTube has exploded from an overgrown fan site into a new form of advertising. The recent addition of commercials being added as preludes to select videos has slowly begun to replace traditional types of promotion from both Hollywood and television.
Blogs - The rise of blogging has become one of the most hyped features of Web 2.0. From its most basic standpoint, a blog is an online diary within a personal home page. Entries are written in chronological fashion and then posted in reverse order with the most recent listing appearing first. However, as blogging becomes more mainstream, the competition is no longer only between individuals who blog, but also between various businesses. Society has shifted to the general population determining what's important. In essence, many companies are achieving greater success for this reason. Without realization, these same individuals are beginning to shape your brand, generating enhanced word of mouth and creating a more effective presence at the same time.
How can your company effectively use Web 2.0?
As with any other type of communication, the messages in social media should be an extension of your marketing strategy. Whether you are seeking to have an internal blog site for employees or an external blog that might come from the CEO, it's important that the communication be consistent with your brand strategy. Just as a personal profile page does, blogging conveys the idea of self-branding - a very direct representation of you and your company. By letting consumers gain inside knowledge of what your company values and believes in from the perspective of a key employee, you can take control of your brand by promoting credible messages.
Blogs also provide a way to disseminate information, showcase industry issues and gain feedback. Companies that choose to ignore the increasing number of bloggers just might harm themselves in the long run. In fact, those who are resistant to using social media to develop their brand do not understand how quickly word can be spread on the internet. Likewise, businesses that ignore bloggers may miss opportunities to resolve customer service issues.
What can ie-media do for you?
What might be the most important message for businesses to understand today is that social media is by no means a passing fad! Therefore, it's important that traditional and social media work well together to provide a more seamless, unified brand message. In addition to any aspect of communication on behalf of your company, we can set up and monitor blogs on your site to enhance positive word of mouth. Blogs, internet videos and profiles on social networking websites provide a low-cost way to generate interest about your brand. We can also publish photos on Flickr to generate excitement about your location… or launch a podcast on a topic of interest relating to your site.
We can assist you with a social media strategy
for helping to develop your brand. Contact us today!
Sources:
"What is Web 2.0?" by Tim O'Reilly, www.oreillynet.com, September 30, 2005.
"Marketing Muse Helps Clients Find Their Voice in New Media" by Alison Bert, The Journal News, June 9, 2007. |
