Marketing, Media and Social Communities

An interesting post in CNN Money  led me a great post written by Deborah Shultz a LinkedIn user a profiled in the article.

The core of Deborah post is a  “passionate community  … is a great place to connect authentically with customers.” I couldn’t agree more. Every audience is a network of social networks – a community of people brought together around content, place or purpose.

She uses Flickr as an example of how to monetize community – in this case by aggregating inferred camera use and presenting it to users. What’s interesting about this community members don’t have to change behavior to help other users. As Flickr  says what’s shown is  “the number of Flickr members who have uploaded at least one photo with a particular camera” because “we can automatically detect the camera used to take the photo (about 2/3rds of the time).“

A little bit of technology, an understanding of users interests, and a light hand on overhead required to contribute makes this an attractive start to community marketing. I’ve long believed that this type of social marketing is a natural fit for media – if they, like Flickr can aggregate behavior into meaningful information about the community –  which starts from integrating web interaction into the media experience.

And think what can be added if relationship data like that in LinkedIn can be used. Oh for a LinkedIn API  to build new services with.

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