are being developed which are not adverts in themselves, but offer some kind of utility to users. The top social networks have each unveiled plans this week and last week for bringing more targeted adverts to their networks. Last week MySpace extended its hyper tagging platform to capitalise on the mountains of data from user profiles to better segment its audience and refine ad targeting. This week it was Facebook’s turn, so literally this week, you’re actually seeing this live as it happens, when it launched the Facebook advertising system. The system has three parts: Facebook pages, social ads and the insights reporting interface.
What this means is that social networking is going to be bigger than blogging as I said, and it will incorporate video, microblogging and it will also spread to TV. It really is the viral issue of the age. It is much more powerful if, say people who like their Ford Focus car or any brand or product you can think of , start an online group of their own accord than if Ford creates that group. Another thing I would say is don’t overreact when things go wrong. Sometimes things do go wrong inside social networks if you’re trying to play in them or create some interest in what you’re doing. The buzz created inside social networks has a habit of flipping without warning. Network yourself, get involved with LinkedIn and/or Facebook. Just really get into the subject, start using it a lot. Think about your business behaving like a Facebook profile, I know that sounds kind of a glib thing to say but think about what it would do if it was inside a network. Think about applications that are utilitarian, that actually give something back to people – that aren’t just branded. Think about also the enterprise, how you can use blogs, wikis, social networks, virtual worlds inside the enterprise.
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