| Many decry the loss of community, suggesting we've | | | | targeted consumer bases. A nonprofit, for instance, |
| all lost touch with each other in a world of cell phones, | | | | may have a profile on a popular SNS in order to |
| video games, and other electronically based | | | | encourage volunteers, raise support for a particular |
| distractions; in reality, though, community is more | | | | cause, or raise funds. The difference is that custom |
| important now than ever. People still seek the security | | | | SNS are built by an organization specifically for the |
| and understanding inherent in close communities. What | | | | purpose of allowing their targeted audiences to |
| has changed is the appearance: instead of reaching | | | | communicate. These SNS are designed for a particular |
| out over the fence or sitting around a table, we reach | | | | organization based on key factors, such as profession, |
| out over continents and time zones. Our "neighbors" | | | | age, or shared interests. Developing a successful |
| may be a world away, but the concept of community | | | | unique social network is predicated upon knowing your |
| is still strong as evidenced by the rise of social | | | | audience, being willing to know them further, and |
| networking sites such as Facebook and MySpace. | | | | motivating them to share their thoughts, feelings, and |
| Instead of being connected by geography, millions are | | | | opinions. |
| linked by interests, profession, and other defining | | | | What do custom social networking sites allow |
| factors. | | | | consumers to do? It, of course, depends on the site, |
| Social Networks Are Less Confining Than Ever | | | | but they should allow individuals to post text, images, |
| The social networking site phenomenon also extends | | | | audio, video, join existing communities on the site, and |
| to businesses and marketing, specifically how | | | | create their own. They should be designed around the |
| businesses can build their brand without selling. These | | | | organization's particular niche, and above all, should be |
| sites, which have been used with tremendous success, | | | | audience-based. To do this, various options are |
| are based on a small business model. Small businesses | | | | available, including wikis, blogs, RSS feeds, polls, ratings, |
| typically cannot afford expensive television ads and | | | | forums, widgets, chat, message boards, friendly |
| aggressive marketing campaigns. Instead, they rely on | | | | interface, and much more. To develop the most |
| word of mouth, repeat customers, customer referrals, | | | | user-friendly, interactive, and effective SNS, it is crucial |
| and the like. Custom social networking sites do much | | | | that consumers have access to the tools they want |
| the same thing for businesses of any size and have | | | | and need. They need to both be able to take from the |
| become one of the most effective brand marketing | | | | site and to give back to it. This is the essence of |
| tools in the industry. | | | | community. |
| Why Custom Social Networking? | | | | The advantages of developing a custom social |
| The goal of custom SNS is to build relationships. While | | | | networking site are myriad but the key benefit is that |
| it is true that the ultimate goal of any business is to sell | | | | businesses can reach out the community in a way that |
| a product or service, the objective of unique social | | | | allows the community to reach back. A relationship is |
| networks is to establish a relationship between | | | | developed, and the trust that we normally see with |
| customers and the brand, and even between | | | | neighborhood mom and pops can be built by Fortune |
| customer and customer. In other words, the goal here | | | | 500 companies or small start-ups. |
| is not to sell. Through a custom social network, a | | | | The concept of community is fundamentally |
| company appeals to the sense of community that | | | | unchanged. We still search for connections - though |
| may tie their target audience together. By taking their | | | | those connections may be thousands of miles away. |
| interests to heart and by providing a resource through | | | | Building a brand through custom social networks |
| which consumers may communicate, a relationship - | | | | benefits both the organization and the consumer |
| and trust - is founded. A by-product of that trust is | | | | because all are given a place and a voice. A faceless |
| sales. But again, the key to efficacy is focusing on | | | | company can no longer expect to thrive in today's |
| community, not selling. | | | | business atmosphere; by creating a unique SNS, you |
| Existing social networks have been used by | | | | give your organization - and your consumers - a face. |
| companies, especially nonprofits, to reach out to | | | | |