The Growth of Social

Online marketing has been shifting for the last 18 months or so towards a more social environment. Facebook, Twitter, company blogs and games are even making an ever growing impact on the marketing world. As the social aspect of the web continues to gain momentum, you’d be foolish as a business owner to turn a blind eye.

Just one aspect to keep on your business radar would have to be the growing usage of online economies and digital currency. I’m not speaking of using credit cards to make online orders, the currency in question is like a Facebook credit. Micro transactions using a websites own marketable credit is a direction the social sites are currently using and one which will continue gaining headway in 2012. Facebook has it’s 800 million users and more than half of them play at least one of the social games found on the site. Just like the Air Miles program which rewards points for using their card at select retailers, social sites are getting in on the act in much the same way. Play a game or use an online product for a certain amount of time can earn you points or virtual currency to use on theirs or an affiliates site.

Also tieing into the micro economy and transaction realm, is the ever growing use of turning the world of business into more of a gaming atmosphere. Not in the sense that meetings will be comprised of blasting away zombies or taking out an enemy force, but issuing challenges and giving bonuses and rewards to successful completion of tasks. To further expound on the idea, all of the little tasks you complete each day help contribute to a greater overall company score which in turn grants you a position on your divisions leaderboard. This positioning may influence things like when your turn comes to book vacation days, helps drive you to a higher raise or perhaps even a promotion further into the company. It can help give instant gratification to workers and also long term growth as an employee as it can give everyone a visual of just how they’re doing in relation to their peers.

And of course, as the social scene continues to grow as we add +1 and Like buttons to our websites, sharing your ideas, opinions and tastes helps you and your website if you take the time to notice those metrics. Every new product you launch, new page you add to your website or blog post you submit with information about yourself and your company can, and will be scrutinized by the never sleeping eyes of the web. As scary as it may sound initially, it’s actually an incredibly powerful tool if you track the positive and the negative feedback you receive.

The social side of the web won’t slow down or stop growing anytime soon, with more and more people coming online everyday to share their likes and dislikes you’d be foolish as a business owner to shy away from it. After all, the people who grow the social web, are the customers you want coming through your door everyday to pick up your products.