Archive for May, 2009

Debunking Myth #4: Your Brand Is At Risk By Associating With User Generated Content

To wrap up our series on debunking the myths of social advertising, this week we’d like to address the perception that associating a brand with user-generated content is somehow risky or bad for business.

The ever-expanding world of social media empowers users to share their expertise, opinions and interests with others through their own writings, photos and commentary, and little can be done to control where and what is posted. Social networks provide the framework in which these conversations happen, and while the open forums and communities do provide an unparalleled opportunity for brand promotion, the risk of losing control of the message and brand is a valid concern.

One thing to keep in mind, however, is that brands have always been shaped by word-of-mouth — the advent of the Web has simply increased the speed at which this happens. Treading carefully is the key to success, along with authenticity and transparency. Many companies have taken advantage of social networking to enhance their brand, reach out to new markets, and deepen their relationship with existing customers. While participation in these networks can introduce risk, it also creates tremendous opportunity for success at a very low cost.

There are also ways to lower the risk factor and engage with consumers, while having complete control over your brand and how it is perceived. Working with a company like Offerpal Media is one way to do this. At Offerpal, we have a deep understanding of social network users and how they interact with each other. We apply that expertise to develop advertising campaigns that engage and entertain your target audience with compelling messages that actually become part of the social experience itself –- by embedding your ad in hundreds of the most popular social networks and online community sites. Working with Offerpal is a surefire guarantee of preserving the integrity of your brand.

So from a branding perspective, social media may have some risks, but if you take the right precautions –- and work with an expert in the space — there are ways to negate these risks and successfully leverage this incredibly powerful means to quickly creating a strong brand.