Tuesday, March 3, 2009

Social Networking That Pays the Bills - Ministry & Business Marketing and Media Blog

Check out this insight-packed interview with Albert Cheng, executive vice president of digital media for the Disney-ABC Television Group. Among his many worthy observations, Cheng asserts:

"Tying into Facebook and other social networks doesn't mean we can necessarily monetize our content, because open social activity is going to be more monetizable in our branded environments. What is most monetizable is the social activity around our branded content anywhere."

Translation: your branded environment, not YouTube or another mass market website, is the best place to encourage social networking around your brand. And be sure that folks can access your content in any place and on any device.

Too often brands deploy the right social networking tools but do so within the wrong context. That is, folks can add your content to their Facebook pages, comment & link to your goodies, reference them on Twitter and more, but not enough of this activity leads them to and occurs within your branded environment.

Encouraging social networking around your offerings is great. Using social networking to drive traffic to and spur interaction within your brand-centric setting is what pays the bills.

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