S O C I A L N E T W O R K M A R K E T I N G ,E N G A G E M E N T M A R K E T I N G A N D B R A N D ST O M C H A P M A N 2 0 0 8

Summary and Presentation by F i l i z EfeMaster of Communication in Digital Media, U N I V E R S I T Y O F W A S H I N G T O N

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ABOUT

Social network sites are providing ready-made communities for brands to build relationship with their customers.

Applications, social ads, brand groups, sponsored pages and sponsored apps are most common marketing tools on these communication channels.

This report from Tom Chapman is a detailed analysis of social network marketing on Facebook and MySpace in the UK.

RESEARCH QUESTIONS Is brand reputation management

important on social network sites? Are Facebook and MySpace

effective platforms for social

network marketing?

Is adding a brand as a friend or fan

on MySpace and Facebook regarded as the most important

metric for engagement marketing

in building brand loyalty? How effective are so

cial network

ads on Facebook and MySpace?

KEY FINDINGS Brands must use transparent communication Users do not want to purchase products and services via their profile

page Brands and marketers must listen to their friends/fans Any brand can benefit from social networks Engage users far beyond the first transaction User comments and suggestions offer real value Great creative is the key to effective engagement Social ads help build trust between brand and user Loyalty and trust is the key metric not the number of friends or fans

CONCLUSION

all brands should consider a presence on Facebook and MySpace to access potential brand loyalists

provide engaging content that users want, will talk about and will want to promote to their friends virally.

consistency is important to further develop relationships brands treat friends/fans as colleagues rather than customers to

build trust As long as brands emotionally engage with the users with great

content, they will create a desire for users to participate

REFERENCE

Chapman, T. (2008). “Social Network Marketing, Engagement Marketing and Brands”. COM597 - The Twitter Class (Summer 2009) – Gill – E-Reserve. Retrieved on July 1, 2009 from https://eres.lib.washington.edu/eres/coursepage.aspx?cid=7479&page=docs

The report website is http://www.socialnetworkmarketinguk.com/report.php