Activating Messages on Social Networks

Tagged as: O.P.E.N., networked, social web
Posted by: Molly Metzger 

 

“Despite the buzz about viral marketing, most companies should not count on it to spread the word about their brand or product,” says Duncan Watts, professor of sociology at Columbia University and iCitizen keynote speaker. He suggests combining the power of traditional advertising with “the extra punch provided by viral propagation”. This is the promise of social advertising: enabling campaigns to reach a larger population than they had previously had access to by encouraging reproduction and sharing of the message.

The latest installment is Facebook’s new product called ‘Engagement Advertisements’ (described here by Jeremiah Owyang) that encourage members to interact with the ads by leaving comments, sharing virtual gifts, or becoming fans. It’s in trial but will be available later in the year.

These ad units have a built-in mechanism for collaboration and sharing. But this only addresses one half of the equation of social advertising. Social ads can’t simply be easy to share. They are dependant upon disruptive, highly targeted creative that motivates users to share, often by serving as a social lubricant. Traditional calls to action need not apply.

Need some inspiration? Look no further than the O.P.E.N. framework, particularly the networked quadrant. How can your social ad support one of these 5 networked experiences?

• Self-expression
• Ego gratification
• Goodwill exchange
• Meaningful, visible change
• Community

Tagged as: O.P.E.N., networked, social web

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