There are many ways in which social networking is becoming increasingly intrinsic to marketing campaigns with a young target market. By diversifying advertising and communications through social sites a more direct and targeted exposure is presumably achieved.
I just came across another example of this in the new campaign for Pump water, a Coca-Cola owned brand. Together with Sound Alliance, a fortnightly produced dance show called inthemix.tv will be created for viewers and available through inthemix.com.au to be streamed online, downloaded to your PC, Mac, iPod or mobile (Inthemix Local News).
Interesting placement opportunities arise for online networks and communities with this form of 'episodic' digital marketing, as this data can be "embedded into personal blogs, Facebook pages...(and) forum posts" whilst also being tagged through social bookmarking sites such as del.icio.us, digg and stumbled upon.
The multi-faceted benefits of such flexible data can fully be seen in the crossover of the media and digital industries, converging in new and exciting touch points for interested audiences which result in heightened levels of engagement.
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Everyone seems to be talking about social networks, haha. This is exactly what I thought (hoped?) that Virtual Cultures would be like: sitting around talking about Facebook and being accused of defamation.
My personal interest in the rise of the Myspace page for upcoming unreleased movies is also another example of how the social networking websites have begun to access the youth market. But not just that – bands, actors and even characters from television shows have Myspace pages! You can be friends with Claire from Heroes - http://www.myspace.com/clairebennet- , or become friends with Kevin Rudd. In fact, it has been pointed out by Myspace itself that Rudd’s Kevin07 campaign owes much of its success to the way it embraced the “new world” of journalism - http://news.theage.com.au/national/kevin07-was-youth-savvy-myspace-20080502-2aa5.html. By canvassing Myspace with Rudd and his politics, it allowed the then-Opposition leader to communicate with a political demographic used to being down talked to and considered politically inert.
This article - http://www.news.com.au/heraldsun/story/0,21985,23687239-5000117,00.html – also tracks how recent news items have utilized the internet to communicate with a broader demographic. It claims that there exists “a new trend of the "social media generation" using their medium of choice, the internet, to change the way information is received and distributed, shifting news gathering towards a more self-service model.” For example, US presidential candidates Barack Obama has managed to mobilize an entire grassroots political campaign by tapping into the youth market - http://www.rd.com/your-america-inspiring-people-and-stories/facebooks-influences-2008-election/article57845.html.
Either way you look at it – through the lens of advertising, politics or news – social networking sites appear to have become the great mass communicator of the late Noughties.
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