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Social networking is one of the newest ways to promote products and/or brands on the Internet, but it is one of the trickiest. Networks like MySpace, Facebook, Twitter, LinkedIn and YouTube are continually evolving and changing.

Let’s start with the founding principle that the primary focus of social networking is not to sell a product or brand, but to create and promote a product or company brand image. Social networks already serve the purpose of connecting individuals around the globe who have similar interests, personalities, and lifestyles. So why not connect those individuals with something that they would enjoy or possibly already use?

While it is easy to bombard folks using the social networks, it’s important to remember that individuals have willingly joined one or more of these social networks, and they want some level of privacy. Here is a great quote from Sean Carlton of Clickz.com:

Social networks are communities, and communities have certain expectations about their members’ behavior.

Following this advice, when using social networks, be sure to keep your profiles, pages, or accounts clean. It is also key that consumers are seeing a pattern from other media outlets that you are using. The colors, images, and verbiage should all be consistent from site to site, network to network.

How do you know which network to use?

First you must identify who your target audience is, then you have to identify which network will work for you and your audience. Here is a quick breakdown of what MySpace, Facebook, LinkedIn, Twitter and YouTube offer:

• MySpace is generally for everyone. There are so many different layouts to create a profile to match the identity you are trying to portray. There are also ways to incorporate videos, music, photos, and comments. With MySpace, “adding friends” is key. They willingly will choose to be your friend, so make sure that they will see the benefit of being your “friend.“
• Facebook is more private than MySpace. Facebook has different networks within the giant social network. For example, Nashville, TN is a network. There are high schools, colleges and universities, locations, and even business networks. Individuals can add you as a friend or add your group. Businesses or organizations are not supposed to create profiles, but either groups or pages are appropriate. It is important to stay in contact with those who have chosen to add your group or page.
• LinkedIn is more professional than Facebook, but offers the same type of network. Professionals can list their past and present jobs, send recommendations, talk about their experience and education. It is a way for individuals to connect with people in the same field or with the same interests.
• Twitter is great for someone who wants to continually update the world about what is going on. You can follow other tweeters, and other tweeters can follow you. There is also a way send private emails to other members of Twitter.
• YouTube is primarily used for videos. Individuals can view a channel with videos featuring a company or product. YouTube is great to let individuals or consumers see first hand how something is created or produced. This is also a great outlet for informative videos - giving consumers a way to receive information without it being pushed on them.

Recap

All in all, social networks are a great way to interact with consumers who want to know more, who have questions, who support, or even who dislike a brand or product. Social networking is a way for individuals to easily communicate with a company or organization without having to go through the traditional process of dialing some 1-800 number.

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