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. Sure, I may subscribed to your measly newsletter at some point, probably impulsively but to be honest I never read it. In fact, you are wasting your time trying to reach me this way, I already get too much email. Besides, I’ve read enough online newsletters or “ezines” to realize that all they do anymore is push products and advertising I can find on my own – I want information not marketing.

How do I find information?

Usually, if I am passionate about the topic I join a group. In the real World this might mean I join Kiwanis, Toastmasters or heck even A.A.

In the digital World I join LinkedIn, Facebook or FindVirtual. These digital communities become my source for information. Usually, it is unbiased and presented by members of the community I trust – so I 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.

There are hundreds of benefits, could go on forever. But that is where my services come into play. I have helped build social networks for media companies, small businesses and entrepreneurs to help them become thought leaders.

The World is changing, specifically in Digital marketing. People 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 are some resources: 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. Get in touch to set-up a time to chat.

While out on the web today I came across this article which discusses the possible merge between the Wall Street Journal and LinkedIn. Which on the surface seems like a great idea – however think about it a little more and it may not seem so spectacular.

I say this because the more well known and “trendy” a Social Networking site becomes the less interested I get. I’m not trying to impress anybody when I network; I’m simply trying to network. And the more popular these services become the less relevant they become to avid users.

Why?

Because, the value of the site’s contacts become diluted with wannabee’s who add absolutely no value whatsoever to the rest of the community. Furthermore, the more people get involved, and the more corporate America gets involved the bigger the eyeballs get of the Shareholders who see nothing but $$$ signs.

Social Networking is becoming a revenue stream for Corporate America and what will start to happen is these sites will no longer be free to guys like me (already LinkedIn charges for premier services such as “In mail” etc…) but they also get crammed with useless blinking ads and Roadblock ads from Sprint that do nothing but annoy the hell out of people.

So I asked myself, would I continue to use a service like LinkedIn if it became even more main-stream.

Probably not, I would not get my current value out of it. Instead, I’d be solicited by all the “newbie’s” for consulting offers and requests to connect solely to barrage me with SPAM emails and cold-calls.

So maybe Social Networking is overrated – maybe I am just a moron. Either way, I’m entitled to my opinion!