Social bookmarking for brands
This site is about people sharing. Social bookmarking is an excellent example of people sharing.
Chances are, you’ve seen the add this button at the bottom of posts, articles, interviews, videos. It’s a button designed to help people add the content they are currently viewing to their network of followers on Digg, Stumble, Fark, Delicious, Reddit, etc. Here’s a screen shot of the add this button working:
(Note: on the Flock browser, Digg, Reddit, StumbleUpon and Delicious are built in, eliminating the need for this button — somewhat).
So, how could a brand use the add this button? The obvious answer is to create content that would get people to want to add this. This content needs to be both relevant to the brand, and relevant to the people who consume the brand.
For a promotion that we did (it ends this week) that asks people to add their play-by-play calls to a sports clip, we created the Top Ten Greatest Calls of All Time and added it to many of the social bookmarking sites. I think (and my bias shines) that it’s an example of adding content that is relevant to the promotion, and relevant to people playing or who might play the promotion.
But there’s another way to use these tools
The creation of content is hard. But thankfully, there’s an easier way to use social bookmarking.
All brands have an expertise of some sort. Google is an expert at returning relevant results. To find a brand’s expertise, take the product attribute (in the case of Google, good at search) and translate that into the consumer attribute — returns relevant results. Using this formula, the expertise of any brand can be determined.
Once it’s determined, the sites, articles and videos that the brand ‘social bookmarks’ can be proof of that expertise.
Think about it: imagine the brand is Gatorade. Now lets say Gatorade is an expert in high performance. Gatorade could social bookmark articles about high performance that appear in science magazines. Got an article on the need to drink fluids and replace sodium levels while working out? Gatorade could bookmark it. And comment.
Currently, a collection of bookmarks and comments tell people about an individual. The sites that I Stumble or Digg give people a sense of me. Obviously, the same could easily apply to a brand. The collection of bookmarks from a brand could tell people about the brand’s expertise.
So who would do it? If it’s an agency that convinces a brand to do it, then it could be anyone on the team. Titles be damned.
The only remaining question: what tool to use? There’s no right answer to that. Try them all.