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The success of a network would also depend on whether the company succeeded in
convincing its members that the website was not just a mere marketing site. Some
critics felt that the figures pertaining to hits and page views on social
networking websites were generally inflated. They also said that only a small
percentage of members were regular visitors to the website.
On the whole, media experts and analysts agreed that with the increasing
popularity of social networking sites like MySpace, Facebook, etc., it was
likely that most major marketing campaigns in the future would feature an online
community. The emphasis would be on empowering customers and facilitating
interaction among customers with similar interests. This they hoped would
translate into consumers building a strong connection with the brand.
Additional Readings and References
1. Sahad PV, "Hindustan Lever Launches Rich Media Viral Campaign on the Net," www.contentsutra.com, June 16, 2006.
2. "Sunsilk Launches 'Gang of Girls' - the World's First All-girl Online
Community," www.ndtvprofit.com, June 16, 2006.
3. Ashley Coutinho, "Sunsilk's Gang of Girls Goes Global," www.economictimes.indiatimes.com, November 17, 2006.
4. "Sunsilk Gang of Girls Break the Myth!" www.webindia123.com, December 21,
2006.
5. "Sunsilk - Superbrand 2003 - 2005,"
www.superbrandsindia.com/superbrands2003/sunsilk/index.htm.
6. "MySpace, Facebook and Other Social Networking Sites: Hot Today, Gone
Tomorrow?" http://knowledge.wharton.upenn.edu, May 03, 2006.
7. www.sunsilkgangofgirls.com
Cases on Related Topics
Nike's "Joga Bonito" Marketing Campaign
Harnessing the Power of Online Social Communities for Branding and Market
Development
Rovion's InPerson Technology: Changing the Face of Online Advertising
Match.com - The World's Leading Online Personals Site
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