by TargetX Email Minute

Pete Lerma is willing to bet you’ve been in meetings where someone looks your way and says, "Let’s do something on MySpace...Let’s do something on Facebook."

Not so fast, is his response to clients who ask him the same thing. These are online communities, not promotional platforms. They require authentic conversations between a brand and its customers, not flattering profiles. And they sometimes result in parodies, attacks and inappropriate content that can be embarrassing.

Many agency executives like Lerma think social networking has tremendous potential, but more and more of them are looking at the growing number of niche sites. They’re becoming less enamored of the all-things-to-all-people giants like MySpace and YouTube.

Millennials are finding other online places to hang out, according to a recent article in Ad Age, attracted to smaller pockets of people with similar interests. It’s a trend that offers exciting possibilities for colleges and universities.

Imagine creating a micro networking site for admitted students, giving them the chance to craft profiles, post notes, and share photos and content with other people destined to become their college classmates. It would be a powerful tool for increasing yield.

There are already options available for creating such sites, and more are on the horizon. One platform for creating and sharing a secure social network is Ning. A number of college administrators are already playing around with the free application, including admissions, alumni and development officers.

To learn more about how you can create your own social networking site, visit: www.ning.com/faq.html

by permission
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