Social networking sites have created a Paradise for marketers and companies. But with almost every company participating in each social network, what makes a support site successful? Well there are a few factors which present a successful environment in interacting with customers such as richness, consistency, interactivity, and engagement.
As an individual getting ready to form a social network page for a upcoming clothing company, I began to look at pages of prominent brands in the like industry. In that search, I found one in particular that was constructed with the principles stated above.
Metal Mulisha, an extreme sports brand and "lifestyle" has developed pages within MySpace, Facebook, and Twitter. Since I am not a member of Facebook, I decided to use MySpace as my platform. My first look... a look at the imagery, colors, and design. From this, it was consistent with their primary webpage and any print media they release. The content, although a little explicit from "friends," was consistent with the attitude and imagery the brand portrays. The next look... interactivity. I was extremely surprised at the level of interactivity this brand offered - the usual photos, videos, playlists and blogs. As I explored into those areas, I found each photo, video, and blog offered areas for comments for members. On the main page, there was a section where the publisher could comment on current statuses or happenings, not to mention a Twitter App which posted the most recent comments from their Twitter account.
Although other companies offered other apps such as watch television shows they like and the such, I felt this site was most representative and had the most reach to the following population. I felt like they had a strong outreach of events and any updated news. To make sure followers remained aware of any changes or activity within their "Space" they have a section called "Activity Stream." I found this genius seeing there is so much content on the page with so many comments from followers, it would be extremely easy to miss any updated information.
Finally, the area I found most interesting and beneficial was the extent of "top friends" on their space. Almost every single top friend is a Professional Motocrosser, FMXer, or industry leader company. This reach allows followers to reach every aspect and face of the brand in one easy place, aside from their company website with bios, events, and media.
All in all, I found this company's social network sites extremely helpful to the brand in terms of the reach, interactivity, and consistency. The marketing team behind this company is definately utilizing a strong IMC approach.
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