Friday, 08, Feb 2008 10:06
Firms with an ethical product or service have a lot to gain from marketing through social networks, it has been claimed.
The environmental publication Business Green suggested that social websites such as Facebook offer green companies "multiple opportunities" for building reputation and brand awareness with potential customers.
It highlighted the speed at which information can spread virally across the web, suggesting firms should use social media resources to generate positive stories and reviews.
David Vogt, director of digital learning projects at the University of British Columbia, told the publication firms must not use online communities simply to promote their brands but have to develop a "conversation" and contribute to discussions.
However, such Web 2.0 tactics can offer many business advantages, he continued.
"One way to test out whether a product or service is going to be worthwhile is quietly blogging about it before it even has a name," the academic noted.
According to search engine optimisation agency Just Search, social media marketing is currently in an "embryonic stage" and there is no definitive way of using Web 2.0 in a campaign.
However, it adds that companies must remember that it is not just teenagers using the sites and there are many niche communities for different groups.
