SOCIAL NETWORK MARKETING,ENGAGEMENT MARKETING AND BRANDSTom Chapman 2008Summary and Presentation by Filiz EfeMaster of Communication in Digital Media, U N I V E R S I T Y O F W A S H I N G T O N2009

ABOUTThis report from Tom Chapman is a detailed analysis of social network marketing on Facebook and MySpace in the UK.Social network sites are providing ready-made communities for brandsto build relationship with their customers. Applications, social ads, brand groups, sponsored pages and sponsored apps are most common marketing tools on these communication channels.

This report from Tom Chapman is a detailed analysis of social network marketing on Facebook and MySpace in the UK.

Research questionsAre Facebook and MySpace effective platforms for social network marketing?Is brand reputation management important on social network sites?Is adding a brand as a friend or fan on MySpace and Facebook regarded as the most important metric for engagement marketing in building brand loyalty?How effective are social network adson Facebook and MySpace?

Are Facebook and MySpace effective platforms for social network marketing?

Is adding a brand as a friend or fan on MySpace and Facebook regarded as the most important metric for engagement marketing in building brand loyalty?

How effective are social network adson Facebook and MySpace?

Key findingsBrands must use transparentcommunicationUsers do not want to purchaseproducts and services via their profile pageBrands and marketers must listento their friends/fansAny brand can benefit from social networksEngageusers far beyond the first transactionUser commentsand suggestions offer real valueGreat creativeis the keyto effective engagementSocialads help build trustbetween brand and userLoyalty and trust is the key metric not the number of friends or fans

conclusionall brands should consider a presenceon Facebook and MySpace to access potential brand loyalistsprovide engaging content that users want, will talk about and will want to promote to their friends virally.consistency is important to further developrelationshipsbrands treat friends/fans as colleagues rather than customers to build trustAs long as brands emotionally engage with the users with great content, they will create a desire for users to participate

referenceChapman, T. (2008). “Social Network Marketing, Engagement Marketing and Brands”. COM597 - The Twitter Class (Summer 2009) – Gill – E-Reserve. Retrieved on July 1, 2009 from https://eres.lib.washington.edu/eres/coursepage.aspx?cid=7479&page=docsThe report website is http://www.socialnetworkmarketinguk.com/report.php