Social networks are what are called “pull” marketing services, meaning they pull people into them with content, resources etc…

Most companies have realized that “pull” is the way to go. Those that have not still follow the “push” marketing model which includes email newsletters and the like.

Push marketing is similar to SPAM. Here is my take on it. People may subscribe to your newsletter, at some point, probably impulsively but to be honest they hardly ever read it. In fact, you are wasting your time trying to reach most people this way; mostly because we all get too much email. A majority of consumers realize that all newsletters do anymore is push products and advertising they can find on their own – people want information not marketing.

How do people find information?

In the digital world people are increasingly using tools like Twitter, Facebook and LinkedIn. These digital communities become a trusted source for information. Usually, it is unbiased and presented by members of the community people trust – so they go back often.

How does this help your brand or company?

It does several things. First, it eliminates the SPAM you keep bothering people with. So right away they appreciate you. Second, it gives people a hub to bookmark and come back to. Third, it gives the power of the information shared back to the people, where it belongs, democracy at it’s finest. Finally, it builds trust. Most folks don’t want to have their door knocked on (which is essentially what an email is) they would rather come over to your house and hang-out (which is what a social network is).

I could go on forever about why social networks should be built into every Web site…

Here is a great resource: Tribes is a book written by former Yahoo! marketing executive Seth Godin. Some say he is the father of digital marketing. You can check out his book here.

I also provide consulting services to help companies implement social networks effectively to build their brand and increase audience reach.