Archives for category: Social Networking

yahoo buzz

I have just come across the Yahoo! Buzzapplication which is currently in beta testing.  From what I can see this is very much like Digg and Sphinn in that users provide articles of interest which are then voted on by the users to push them up the listings. 

Stories are given a “buzz score” which is ”derived from search term popularity, the number of times a story is emailed from Buzz, and the number of votes a story receives.”  Which could add a slight element of mystery if it is more than simply a case of adding the sum of all these parts together.  If it is going to work much like the quality score system in PPC then it may change the game a little and avoid all the spamming which takes place in Digg.  There will apparently be a manual editorial team in place to prevent spamming from taking place but how many and how effective they will be remains to be seen.

The other major twist in the tale is the statement from the site “stories with the highest Buzz Scores may be published on the Yahoo! home page.”  this would make the reach of top performing articles massive and the potential of this new application greater than that of Digg and Sphinn as it goes beyond the user base of the programme itself.  Apparently the same editorial team which will monitor the spam will also be responsible for deciding which stories are worthy of the Yahoo homepage exposure.  It will be interested to see what prominence these articles are given as they are free content and so Yahoo! would potentially be losing out on revenue if they replaced any of the paid placements.

It will be interesting to see how this progresses and whether the exposure on the Yahoo! homepage can make it a bigger property than the more established players in social bookmarking.

An application has been developed which allows you to view your Myspace page through Facebook.  The application, developed by Fuser, allows you to check your messages, bulletins and comments without ever leaving the Facebook site.  for the social hardcore this could be a god send and could also be a big dent to Myspace as it will enable users of both to monitor them through one single website, hence less visitors going to the Myspace site.  If users are beginning to migrate from Myspace to Facebook then this could be the final act which prompts a complete switch as they will be able to keep an eye on their lesser used Myspace page without having to visit it.

Additional information

Mars this week launched a Facebook application which allows users to send their friends the gift of a real life Mars bar.  The “gift” will be in the form of a message which, once opened, asks the recipient to enter their mobile number and from this they will be send an SMS voucher which can be redeemed in a participating store.  Twix, Galaxy, Malteser’s and Mars will all be able to be sent with the sender paying via a Paypal account.  This is a bold venture by the guys at Mars but I cant help but think it is a desperate attempt to get involved in social media by a brand which doesn’t necessarily fit.  I am seeing all to often recently companies who know of the buzz around social networking and decide that “we need to be part of that!”  No thought given to whether their brand or product fits or whether the audience they are trying to engage with is part of the social environment they are considering.

To me, social media, social marketing, social networking or however else you want to term it is about engaging with your audience on a personal level, listening to what they are saying and bringing those learnings back into the business.  Too many people are deciding they want to be part of the social phenomenon without thinking whether it suits them, their audience and their product.  The first questions they should be asking are, what am I looking to achieve? Who am I trying to engage? where are these people interacting? Mars is a border line case and they have probably just about pulled it off but in many cases people are missing the mark by a long way just to be involved in the current craze.

There have been a couple of posts recently on the social networking weblog about adult social networking sites and the potential for virtual adultery, questioning whether it constituted being unfaithful. I thought I’d delve into this a little more and give it further consideration.

This first article, virtual adultery, briefly discussed the use of social networking sites such as second life and ever quest for building relationship, some innocent, some not so innocent! It then went on to ask whether these relationships constituted adultery. The author and some quoted users didn’t seem to think it did, so long as it didn’t impacted the “real world”. The second article discussed red light center which is a virtual world created purely for engaging with like minded adults and engaging in “adult activities”. This is one step on from the second life example as this platform was set up primarily to engage in “sexual” (I use this term loosely!) activities in a virtual environment.

I have to say personally I don’t agree that it is all ok so long as there is no impact on real life but thought Id do some slightly more “scientific” investigation to get to the bottom of it.

Dictionary.com defines adultery as “voluntary sexual intercourse between a married person and someone other than his or her lawful spouse”. So assuming that one or both of the participating parties is married I guess the next thing to do is quantify “sexual intercourse” which is defined by the same site as “genital contact, esp. the insertion of the penis into the vagina followed by orgasm.” Now I could obviously go on and on with this and begin defining each different points but I don’t think I would get much closer to a conclusion simply because all definitions of this nature are going to refer to one or more human elements, associated with the real world. I would therefore come to the conclusion that it qualifies as adultery if the individuals involved consider their virtual characters an extension of themselves, a bit woolly I know but that’s as close as I can get to a conclusion.

It doesn’t stop there though as there is another factor to consider, betrayal, “to disappoint the hopes or expectations of; be disloyal to”. By engaging in “sexual” activities in a virtual environment whilst in a relationship I would suggest you are betraying your partner, that is assuming they are not aware of what you are doing! The author does make this point in her closing comments from the first article.

“My advice if you want to engage in online relationships is talk to your real life partner about it and see how they feel. Reassure them that’s it’s just a game and a way to have fun, relieve some tension. If they really object then you have two options. Either don’t do it, or be really careful.”

I would echo these sentiments and in my eyes, virtual adultery would constitute betrayal if the partner of one or both parties involved was not aware of what was going on. So if you are looking to make the most of what the virtual world has to offer my advice would be, be honest, be open, or be prepared to sacrifice your real life relationships.

I read in article recently in marketing week entitled “Looking for new ways to make money in the age of free media” which discussed the rise of social media and its increasing strength and importance in shaping a brand and a products success.  The article began intelligently enough discussing the rise of user generated channels and their importance in online PR and reputation management.  This is all well and good and I completely agree with the importance of monitoring and managing a company or brands online profile to aid in its success.  But the closing question posed by the article was “how do they (agencies) get paid?” which I thought was pretty damn obvious.

There are two precious commodities involved in any successful online campaign which are rarely held by a client, expertise and time.  The majority of client side marketers (on or offline) would not know where to begin when looking at their online profile and certainly would not now the best way to leverage the channel to their advantage.  This is where a good agency steps in with the knowledge and the contacts to deal with things in the appropriate manner.  Then there is the time element which is one of the major reasons for any company taking on an agency for any activity.  Only the largest companies have a marketing team which can take on board all work in house and produce work of the desired standard, the majority are best served acting as project manager and the owner of the final decision and leaving their roster to get on with the real work, especially when it comes to something as time consuming as online reputation management.  When you combine these two factors you have a highly valuable, highly marketable product, and with consultants in many channels charging u to £5,000 per day I am surprised the writer asks such a naive question.  After all SEO is technically “free” yet there are countless companies out there charging for their expertise and time in this area, social media and online PR fall under the same category.