Are You as Innovative as Your Social Networking Client?

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By: Matt Clark

There are over 200 social networking websites available to consumers, and billions of dollars changing hands over them. Almost all of these companies are trying to evolve into sustainable businesses with a solid marketing plan rather than contributing to the next Internet bubble bust. To go against Goliaths like MySpace, Facebook and YouTube seems nearly impossible. But with over one billion active Internet users worldwide, there are solid marketing and branding opportunities available and these sites are increasingly turning to PR for help.

It seems as if PR is still trying to find its legs with this new breed of potential clients. Many PR practitioners talk about PR 2.0, but may not know how to get there. I have worked on several social networking accounts at Fusion Public Relations and built professional relationships with many more. I can remember sitting in my dorm room at Villanova University when my friend at Harvard told me about this “new thing” called Facebook. I never thought I would one day be trying to build brand reputations for their competitors.

I’ve learned some things over the past few years (from studying the market, working with clients, talking with ‘valley’ big-shots and being a consumer myself) that I have put into practice for my clients. The most interesting is the end game. Most sites are looking to increase the number of users, promote products, gain VC funding, or trigger an exit event. It’s abundantly clear that a client will want a mixture of these, but one thing is for sure – a traditional PR plan is not enough. Many of the sites have been launched by serial entrepreneurs who are looking for an exit event. To do this, they need a highly visible brand built on a solid business model and a substantial number of users.

Press release-driven programs are not enough.

Here are a few things that every PR practitioner should know to successfully execute their program…

1. PR practitioners have to create a strong platform for building a client’s image, making sure that those who are in the know, know their clients. Top Internet analysts are the ones that drive and define this space. Make sure you know them and they know your client.
2. Internet-savvy users are the early adopters of everything Web 2.0, including social networking Web sites. They are on every single social networking Web site and pull the rest of the crowd with them. These users act as a megaphone and a vehicle for third-party credibility that pull in consumers. Early adopters must be involved in not only your campaign, but the advancement of the network
3. The best way to reach the consumer is to show off the consumer. Find unique end users who have interesting stories about the client’s site. Whatever it may be, these pitch angles will lead to great feature articles generating more consumer buzz and trend attraction.

One of the hardest things for experienced PR practitioners – and even some clients – to accept is that Web hits can be more valuable than those in print. Your social networking client is based on the Web. People who read an article online are already online. It’s easier to click an “enroll” link while reading FHM Online than it is to close the magazine, turn on the computer, open a browser, remember the Web address…

This is a new generation of consumers. Yes, we might see the 2.0 bubble burst, but PR practitioners can use this time to build innovative programs for their clients. As we look to be ahead of these innovations, true PR 2.0 is much closer than we think. Social networking Web sites cannot be treated as a consumer client, or a tech client, or an Internet client. It takes a mixture of creative and strategic tactics from a number of channels and proactive campaigns to implement a successful PR plan.