Analysis: Beyond Facebook and Twitter

Every day, it is becoming more and more commonplace for major brands to launch a new campaign on Twitter or open a new page on Facebook. The search for fans and followers continues to intensify, and with the ‘attention economy’ in crisis, not everyone can be successful when it comes to achieving real and measurable engagement with users, especially on these two popular pages.

Making a big impact on social networks today depends on two things: good content with high virality and a great advertising model behind it. Both Facebook and Twitter are proof of that, since reaching the highest number of people without these two things is almost impossible, even when agencies strenuously defend content over ad spending.

Does this mean that social network marketing is limited to creating content for Facebook and Twitter?

No, but the trend points to the opposite.

According to a study done by the Foursquare Mexico blog, only slightly more than 20 Mexican brands have their own page (or profile) on the popular "Check-Ins" network. Just over 20 brands and several others of local impact are present on the social network that has attracted 10 million users in just two and a half years, all of them smart phone users (the demographic with the highest consumption capacity).

Another great example is Instagram, which in less than a year after being launched has racked up 150 million photo uploads. The photo social network launched the 2.0 version of its app this week, yet brands are not racing to use this tool as part of their marketing strategies, even though several campaigns have already been featured on it, including clothing brand Desigual, Kaikú coffee, and Moritz beer, to name a few.

In addition to the remarkable growth of these two social networks, it is interesting to note that both are measurable through Klout, a start-up that measures influence not only on popular sites such as Twitter, Facebook, LinkedIn and YouTube, but also on Blogger, Tumblr, Instagram, Foursquare, Flickr, and Last.FM.

Conditions are ripe for advertisers to begin diversifying their digital communication strategies on social networks without limiting themselves to just Facebook or Twitter. Especially considering the rapid growth these new social network sites and formats have experienced, the little competition these platforms currently face, and the great need for good content for their users.


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