Emerging Media and Networking Sites
Emerging media is a communication medium that is exploding with growth, but it is an idea as old as the hills. People have always talked about the things they love and hate, now they do it online as well, which gives you the first opportunity in history to participate. You ignore this at your peril with NEOs. You need to enter the conversations that are already happening, rather than see it just as another opportunity to promote and sell. While you can have an overtly commercial message in the business networks like LinkedIn and Plaxo, for the socially oriented networks you need to provide relevant, engaging information that provides the opportunity for further discovery.
Emerging media is an opportunity for engagement with your potential client base, not yelling your marketing messages at them. It is vital that you see it primarily as an opportunity to listen rather than just talk, so it is key that you know what is being said about you and your project. Often you can correct false statements and impressions and deal with issues that are being talked about. The conversation is happening, the question is are you involved in it?
The incredible network opportunity for emerging media provides the opportunity for those who understand this tool to connect with people far beyond the reach of typical marketing programs. However the traditional corporate marketing programs are anathema and die on the vine, while authentic open communications can spread like wildfire.
