Companies sure seem to be falling all over themselves to be the first on the web 2.0 social networking bandwagon.

  • YouTube
  • MySpace
  • Facebook, Etc.

But there are many land mines that than can implode your marketing program before your very eyes.  Before your ad agency launches you into the great unknown ask yourself.

  • What are the goals?
  • Does it fit my brand and my specific target audience
  • How do I measure success?
  • What are the potential downsides to my brand?

I came across an insightful article on the subject entitled, “Does your company need a Facebook page?”  Here’s a particularly poignant paragraph you need to read before you leap.

If your business isn’t the kind of organisation that people are passionate (or at least mildy enthused) about, creating a social network around yourself will only serve to highlight that fact. At best, you’ll get a few staff members and cousins join, at worst, you’ll quickly find out no-one actually cares, which can end up looking rather embarrassing.  If you honestly can’t envisage your clients or customers starting a Facebook group for your brand all by themselves, you probably shouldn’t have one. 

Just because a medium is available doesn’t mean it is right for you.  The marketing scene is littered with poorly executed web 2.0 strategies gone bad.  Just ask some of the top PR firms.  The potential for creating a marketing nightmare for your hotel is just too great to “experiment” in new media.Start with a clear plan.  Think it through carefully.What do you think?  Safe Travels, Madigan Pratt

AUTHOR: Madigan Pratt
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