Social Networks Can Lead to Better Products

One thing a lot of people overlook is that social media marketing requires a lot of creativity. A good new media consultant will take the time to test new things, be constantly learning, and explore different ideas. A lot of “so-called” social media marketers, however, are stuck on social network advertising.

Whenever asked how a social network can be useful to a company, they give a canned response “Make connections, build a fan-base, do some advertising”. That’s bullshit, if you ask me (and you should feel free to ask me).

Social networking can be useful for the aforementioned strategies, but it can be better utilized for research and development. I’ve already made my case against advertising on social media, making connections has limited uses, and what good is a fan-base if it doesn’t do anything.

Major brands can leverage their prestige to put together a private social network, inviting only bloggers, avid fans, and early adopting users. Use the network to connect developers and users, putting your customers directly into the production cycle.

By making the social network part of your production work-flow, you’ve introduced the idea of a back and forth with customers. Ask for their input, what would they like, what could be different. Let them play with the beta version and give you issues and problems, cultivating an open conversation between your network and developers.

I remind people often that having an exceptional product means an easier time marketing it. You can spend all you want on your marketing, but if it isn’t a product consumers want, it won’t sell. Why not invite your customers, to tell you exactly what they want.

The problem with this method of research and development is that it requires an understanding of social media across the company. If the marketers know how to leverage the relationship but the developers hardly update or connect with users, the network will die.

Taking consumer input and ignoring it can be worst than not taking it at all. Unless you’re willing to introduce outside input, do not utilize this advanced social media strategy.

Secondly, it’s only useful for major brands with money to spend on a strong product development. Software companies would find strong returns with this, as would any other company with a nimble product.

Have you been invited to a private social network for research reasons? Are you a part of any product social networks, like Pepsi’s? Disagree with me? I’d love to hear why. Feel free to leave a comment.

Tagged as: products, social network

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