Posted February 3, 2012 1:52 pm by with 0 comments

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The Integer Group and the Coca-Cola Retailing Research Council understand the importance of social networking in marketing. That’s why they’ve dedicated themselves to making sense of it all, beginning with a five-part series called entitled Untangling the Social Web: Insights for Users, Brands and Retailers.

The first part is available right now (it’s free) and right off the bat you’ll find this little gem.

Comparing social media to high school isn’t an original concept, but I do like the way they’ve phrased it. It’s funny. It’s all true and it explains why social media is such a fickle beast.

Here’s another gem:

40% of social networkers log on
to a social site before they get
dressed in the morning.

No wonder General Mills is so set on making cereal boxes digitally interactive.

The report goes on to explain the history of social media, which is fun and fascinating. You should read it if you have a few minutes to spare, but I’m going to jump down to the next part, the forces that shape the web.

First off, we see that social media development works in a loop. Sometimes apps create behaviors and sometimes behaviors create apps. Facebookers write their location in the posts, so Facebook makes location a post option. Twitter takes microblogging to the next level, now everybody Tweets.

This two-way street is an important concept. Look at how your customers are using your tools and social pages then tweak where needed. The study talks about two large chains that have Facebook pages just for their most popular products. Doesn’t matter if you sell all types of clothing and accessories, if a large portion of your customers are coming for the shoes, make a page for the shoes.

All of this is meant to get customers to engage and have a good feeling about a brand. Now how about this fact:

60% – 65% of social networkers are more likely to buy your product if you answer their Twitter questions.

Funny how far you can get with a small amount of recognition.

Other important factors, simplicity and personalization. Social networkers want relevant content and they want to be able to act on that content in one or two steps.

Marketing Pilgrim’s Social Channel is proudly sponsored by Full Sail University, where you can earn your Masters of Science Degree in Internet Marketing in less than 2 years. Visit for more information.

Think of the social web as a huge, high school lunchroom. People come in and they want to sit where they feel the most comfortable. Some will choose the cool table, others hang with the jocks and for many, the geek table is the place to be.

Which table are you? And more importantly, is that the table your customers would want to sit at? You don’t have to be the most popular, you just have to be the best fit for your crowd.

You can read the full report for free when you click this link: Untangling the Social Web Part 1