How to Advertise Within Social Networking Communities

Step-by-Step Guide

1. 1

   Step 1: Understand the audience of the site from many levels: demographics

   Don't only observe what is being said, consider it. ,,, Many social media sites have brand assets such as logos, apparel, accessories, skins, etc. within virtual worlds , Watch what people are saying within those pages you've defined.
   
   You may not want to place your brand where foul language and negativity might arise. ,,, What other data points can you access? You may be able to see number of downloads, conversations, mentions and the like. ,
2. 2

   Step 2: psychographics

3. 3

   Step 3: technographics

4. 4

   Step 4: geography

5. 5

   Step 5: usage habits...whatever you can get your hands on;

6. 6

   Step 6: Best bet is to conduct focus groups online and/or poll the audience of the site.

7. 7

   Step 7: Measure brand chatter on the sites.

8. 8

   Step 8: Make sure that your brand is contextually relevant

9. 9

   Step 9: Assess advertising units available within given areas

10. 10

    Step 10: See if there are ad opportunities that are not as conventional as banners

11. 11

    Step 11: buttons

12. 12

    Step 12: text links and skyscrapers.

13. 13

    Step 13: Social media is much like the Wild West.

14. 14

    Step 14: Conduct a test campaign flighting for about a month if the publisher agrees.

15. 15

    Step 15: Test multiple creative concepts and ad units

16. 16

    Step 16: Monitor

17. 17

    Step 17: analyze and optimize more than clicks and click throughs.

18. 18

    Step 18: Incorporate learnings to a full campaign.

Detailed Guide

About the Author