Social networks - how to get it right.

Extract from Harness the Power of Vertical Social Networks E-Marketing Strategies
BY Chad Stoller March 13, 2007

Find networks that appeal to your audience. You know who your audience is and what they like to do. Chances are, there are already a handful of online communities and social networks that appeal to their interests. Check out LibraryThing, Yelp, and Meetup to get your feet wet.

Check out the community. Don't just jump in, check out the community to see how vibrant it is. Are they active? What do they talk about? Who's there?

Learn what works. Get a meeting with the people who run the site. Let them tell you about their firsthand experience with their community. They'll know what works and what doesn't.

Don't market; create a conversation. Resists the urge to buy a banner or brand a page. Instead, find ways to encourage participation and see if you can get the community to come to you through conversation and criticism. Create a contest or sponsor an initiative to start conversations.

Be transparent. Observe appropriate marketing efforts and let the network know who you are. Once you introduce yourself as a voice of a brand, you'll be impressed with the quality of your responses.

Study through observation. Reports provide metrics, but if you really want to learn more, you'll need to spend time in the network.