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Social Networking and Branded Communities
As the term ‘social networking’ is gaining popularity, an article published July 13 in AdAge.com, supports Vision Critical’s position surrounding feedback marketing and community building for our clients’ brands.
Peter Friedman, CEO of Live World, claims consumers are willing to be part of a community formed around a brand if the venue allows the consumer to build relationships with other people who have common interests. For the brand, it can be the ultimate research tool."For many years a major brand lived on TV, but today a brand lives in the voice of its customers," he said. "A branded community gives a brand the opportunity to hear that, listen to that, understand what the brand is, follow it and move it ... a brand can learn a lot."
The article, "WPP Takes Stake in Social-Networking Site: Live World Creates Communities Around Brands" highlights the joint venture between WPP, a marketing communication firm, and Live World, an online social networking and community centre.
Posted on July 30, 2006
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