Marketers getting social networking wrong

A new report from Jupiter Research, entitled ‘Branded Social Networking Pages: Best Practices for Successfully Engaging Users’ shows that over half of the branded social network pages in Europe created by marketers for brands have fewer than 1000 friends.

NetImperative’s take on the report should give some Internet Marketing companies and their clients a chance to assess whether they are actually employing the correct strategies to harness the power of their ‘friends’ in such spaces.

Too many of the MySpace and FaceBook branded pages are mini sites rather than an opportunity to get interactive and involved with consumers. Additionally, the lack of multimedia is a hindrance to user engagement – social networkers love entertaining video and music, but marketers are still not thinking out of the box with social media.

David Schatsky, President of JupiterResearch said, “By following the examples of what’s worked for other marketers and listening to what consumers want-such as original and entertaining multimedia content-advertisers can greatly improve the effectiveness of their social marketing efforts.”