Getting Social: Don’t Be “That Guy”

While Facebook may be all the rage, a report from Nielsen Online released today for the month of September indicates that MySpace still tops the list among social networks for overall traffic. Though boasting 59 million unique visitors for this past month, MySpace’s growth has plateaued compared to 58 million uniques in September 2007. Meanwhile, Facebook enjoyed 116% growth year over year, from 18 million uniques to 39 million uniques [via Nielsen].

Yet as the interactive flavor-of-the-moment for marketers and advertisers alike, it’s important to remember that only 23.4% of Americans currently participate in social networks [via Universal McCann]. Also keep in mind that of that user base, 78% participate in two to three different social networks [via William Blair & Company]. While that’s helpful from a frequency standpoint for advertisters that are active on multiple social networks, consideration needs to be given to how that possibly impacts reach.

Don’t get me wrong, there’s obviously a HUGE opportunity for brands crafting a presence within social networks and new case studies are coming out every day regarding brands that are doing it successfully. But before you add “Facebook” as part of a punchlist of executions on your next digital campaign for no other reason that “just because,” ask yourself this one important question: do I have a message that will be relevant and of value to the community I’m looking to engage? If you can’t answer “yes” or not sure of the answer, then it’s time to reconsider your approach.

If you’re going to join the virtual cocktail party, you have to avoid being that one guest that gets drunk on the host’s dime and can only talk about themself. That’s the surest way to end up on the front porch alone, yelling at passing cars and wondering why all the other guests are avoiding you.