To harness all that social media has to offer one needs to first understand it's structural implications. At Accru we define online social media as "a series of concentric circles that revolve around a hub event", be it a business's branded website or a person's individual efforts. It can be viewed as a universal system of planetary objects that all effect one another, both in positive and negative ways. Brand messaging used to be more controllable, as the message was typically significantly scripted and delivered by the company creating the message. Now the general population has the ability to accentuate that script with their own message, which can profoundly impact the integrity of your brand and the success of your products. If you can create a consistent network of branded "inbound links", you will be able to take advantage of all that social media has to offer, and your customers will be the ones pushing your brand to the masses. This is how things go "viral" or "tip", and many would agree that it is the single most effective marketing approach ever created.
Inbound links can be summarized as any online activity where your brand has a presence, outside of an "official" hub website. This can be seen through Facebook, Twitter and Myspace accounts, microsites, blogs, YouTube, etc. It is extremely important to leverage these communities, because there are over 200 million active participants using Facebook and MySpace alone. However, reaching them is not such a cut and dry exercise, as nobody wants to be targeted too aggressively. It is far more effective to sell content than it is hard goods. Though, they are absolutely interrelated through a patient and consistent approach.
The Accru Approach not only provides best-practice insights into how to maintain a healthy presence through social media, but we also have the ability to build custom content that stands above the cookie cutter approach that is currently used throughout all of these communities. We can create custom branded Facebook and MySpace Apps, iphone Apps and rich media microsites to suit your brand. We can also provide information on how to connect all of your initiatives effortlessly, as nobody has the time to manage each platform separately.
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