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Social Media Starts Offline

March 25, 2007

http://upload.wikimedia.org/wikipedia/commons/thumb/a/ae/Social-network.png/340px-Social-network.pngThe Big in Japan team is constantly working with brands looking to take advantage of social media. More and more are looking to build a so called ’social network’ around their service or product. Is anyone else sick of social networks? I enjoy Flickr, but the social aspect of it is only half of my enjoyment. I love idea of Upcoming.org, but I don’t live in SFO so it only works during SXSW. LinkedIn? It broke for me when I realized I was ‘linkedin’ to more than 500 people I hardly know. MySpace? Tom is my only contact and we don’t see each other much. Figuring out your higher calling is only half of the battle.

If you are considering launching a social network around your brand I would suggest networking with your customers in the real world first. Tell them what you plan is. Tell them why you think a social network would help them. Ask them for their feedback. Ask them for their help. Don’t bother doing a focus group, just pick up the phone and call them. Talk to 100 people or 1% of your current customer base (whichever is higher). Arrange to meet small groups (5-10 people) for lunch or drinks and get to know the people you think would be perfect for your social network. Sounds crazy, right? Sounds like a lot of work? Don’t create a single wireframe or website mockup if you can’t name the first 25 people who will join your social network.

Need some help building an offline social media program? I am sure Jake would be glad to work with you.

Written by Alexander Muse · Filed Under Blog 

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