Lifestyle social networks: the marketer's new best friend?

Lifestyle networks, like Saga Zone, offer a closely defined member demographic that is more akin to a closed user group. Furthermore, the recent launch of Google's OpenSocial technology allows marketers to use aggregated data to interact with consumers on their terms and on a one-to-one level. Social networks are big business.

Simply look at the dotcom-like valuations some sites are attracting and it becomes abundantly clear why they're designed to be inherently marketing friendly.

Of course, effective marketing is more than just finding the right demographic. Marketers must be careful not to interrupt users' conversations with cheap gimmicks. It's the quickest route to achieve universal 2.0 damnation, and remember the golden rule is that social networks exist for the user, not the brand. The big clue is in the phrase -- "user-generated content".

Just because Saga Zone is designed for the over 50s, it does not mean that its members will only be interested in gardening equipment and retirement homes. There are a number of forums available within Saga Zone tailored for each member's specific interests -- from health and money to relationship advice. Brands must look carefully to see the number of subjects and groups available and understand who is interacting on them.

Fundamentally, content has to be non-intrusive and valuable. For example, a brand could suggest that members might like to try its product before its official launch or ask for feedback and then reward loyalty. Marketing in this environment is about subtlety, not buy one, get one free offers.

The goal for every marketer is to identify and engage with brand advocates. These are people who are passionate about the brand (like the 94,000 members of Primark's unofficial Facebook group). It's word-of-mouth marketing.

Identifying brand advocates on targeted social network sites is considerably easier than on their mass appeal counterparts. For example, as a self-confessed brand advocate for a car manufacturer, I was contacted a few years ago after experiencing problems with its product. Concerned by the emerging negative impressions that were documented on a car forum, the manufacturer quickly resolved the problem and provided me with information to positively reinforce its high customer service standards. The content was valuable, relevant and not at all intrusively communicated but it had recognised the value of winning over a key influencer within an online community.

Social networks are here to stay, in one guise or another. As sites become more attuned to members' interests, brands need to make the change from macro to micro marketing. To achieve the right response, brands need to be welcomed into the fold by users and be absolutely certain they're not going to be interrupting conversations. Companies that ignore this, because they've been seduced into thinking this social network "thing" is a Web 2.0 gold rush waiting to happen, will find themselves panning for Fool's Gold.