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COVER STORY
whwytriright 32 Social Networking Party
Over one third (35 percent) of all U.S. web users over the
age of 18 have a social networking profi le, compared to
eight percent just four years ago. Memberships on such
services are exploding, with Facebook, whose press depart-
ment claims over 300 million active users worldwide, the
clear frontrunner.
And according to a recent study conducted by the
Advertising Specialty Institute (whose member companies
specialize in merchandise branded with company names or
logos via t-shirts, keychains, pens and the like), nearly 90
percent of respondents feel that social networking already
is, or will be, a good way to promote their business. More
than half of the distributors polled have a profi le on either
Facebook or LinkedIn. However, only roughly 53 percent of
distributors claim to know how to best use social media for
their business.
Having a presence on Twitt er
or Facebook is another form
of branding, not just for the
company name, but also for
the company image.
major sites, much as websites themselves became de rigueur
Although social networks have existed for about four in the 1990s.
years, they are still very much in a state of fl ux. Despite Face- Expecting immediate, or even not so immediate, sales
book’s commanding lead, it’s not even the most talked about returns from having a Facebook page is the wrong approach.
social networking site out there; — Twitt er is, having grown Instead, social networking sites should be viewed as another
from 500,000 users at the beginning of 2008 to a reported branding opportunity, similar to those specialty advertising
70 million currently. Twitt er does not provide membership pens featuring a company’s name and contact information.
fi gures. One should also bear in mind that another social Having a presence on Twitt er or Facebook is another form
networking site, MySpace, was all the rage before Facebook of branding, not just for the company name, but also for the
overtook it way back in late 2008. Yes, things change quickly company image. Appearing to be on the cutt ing edge of any
on the Internet. technology that’s being widely talked about is never a losing
None of this means that a savvy businessperson should proposition. But, as the name implies “social networking” goes
continue to sit on the sidelines and bide his time, waiting beyond simply throwing a company’s name up on a site and
for something to emerge as a generally agreed upon, per- seeing what happens. Th e best business use of such a service is
manent leader. Indeed, most observers say that businesses to engage with consumers, show off your wares, perhaps even
today are expected to have a presence on at least one of the brag a litt le. If done properly, the sales will come, just as they
Continued On 36 whwytriright
34 November 2009
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