Quote: What Brand Marketers Want from Social Network Sites
10 things brand marketers want from SN’s:
1. Access to people who would be interested in my product. I don’t need to see everyone, just the people that have an affinity for what I am selling. (Facebook does this pretty well)
2. Ability to have a conversation where I can respond to enthusiasts and naysayers (SN’s get points for this. They all offer this feature)
3. Portable content so if someone wants to share what I am talking about with their network they can easily pass-along
4. Ability to track the pass-along of that shared content
5. Cut through the clutter. A few of the SN’s have gotten so riddled down with ‘stuff’ you can’t discover anything of value. How can SN’s help brand marketers cut through the clutter.
6. Featured brand pages (YouTube and MySpace do this now but it will cost you)
7. Kill the modular layouts. There is very little ability to customize brand pages on SN’s due to modular restrictions.
8. Automated language ‘clean up’. Delete any comments with four letter words.
9. Tagging functionality. This would make it possible for people to discover conversations across networks. (Twitter #tags are the closest thing to this right now)
10. A better partnership – innovate WITH me
I like it when we hear directly from the clients. Here's Marty Collins' great perspective on what brand marketers like Microsoft (an Edelman client) want the social networks to provide them. Take notes.
