Social networks seeing successes
January 22nd, 2008 by Thomas
Marketers have achieved success in social networks thanks to ‘word-of-mice’ advertising, Online Media Daily has reported. John Donovan, chief operations officer of social lenders, Lending Club, told the website he integrated his application into Facebook and attracted $1 million (£500,000) within two weeks. He explained: “Facebook extends an assumed or inferred endorsement across groups of people.” Max Lenderman, executive creative director of GMR Marketing, said more marketers were now involved. “The key to any social network campaign, the most paramount thing, is authenticity. Be upfront - be true to the brand,” he advised. However, Robert Passikoff, president of Brand Keys consultancy urged advertisers to be cautious: “A flick of the mouse is not loyalty; it’s not engagement.” He explained that advertisers were dealing with the “bionic consumer of the 21st century” and recommended they get “some sort of predictive engagement metrics in place”.
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