Social networking is a ubiquitous phrase that has pervaded every limb of pop culture. From expanding our lexicons (have you tweeted today? maybe you facebooked someone?) to changing the way we interact, we use social networks for many reasons including convenience, entertainment, and sometimes to humor our own secret obsessions with achieving fame, even if on a micro level. But despite the vast popularity of the social networking movement, businesses and organizations often struggle in understanding a way to leverage these networks to their advantage.

To be frank, there are many misconceptions about the benefits of social networking. For example, the concept of viral marketing (now the holy grail of contemporary marketing) is believed to follow the “if you build it, they will come” axiom. In fact, you may have thought the very definition of viral marketing necessitates this. Sure, in some instances a video of a cat eating a cheeseburger may have spread like wildfire from 1 to 10 million viewers in a week. But often, an effective viral marketing campaign requires considerable  planning and investment. But if you succeed, there are two major advantages: (a) the costs associated with distributing the message is traditionally cheaper through social networks and (b) the buzz generated from the campaign is generally percieved as authentic and legitimate – and that is the key. To be able to impact the market in a manner that appears organically generated rather than forced by your organization yields great results.

Let’s apply this concept to a local chapter. If I post an advertisement on Facebook asking students to attend a PBL meeting, my message is likely to be ignored by most. In fact, it will probably take multiple impressions before a user even stops to consider the message your advertising. The same is true for any other posting you might make through sites such as Facebook, Twitter, MySpace, etc. The fact is, people generally don’t care about your message. You have to find ways to make them care. You have to find ways to cut through the noise and the clutter and achieve differentiation. Because PBL is not just an online organize, you are going to need to coordinate your online and offline promotions.

Consider the following case: You are having your first meeting of the year. You want to convince students through Facebook to attend the meeting. How are you effectively going to spread your message?

In your approach, you would keep in mind the following:

• You must achieve differentiation. Find creative ways to stand out and get noticed.
• You must be authentic. Get all of your members to post  personalized references to whatever campaign you are running. It must appear to be grassroots and real, not a repeated sales pitch.
• You must know your target audience. “Hey, you are a business major, maybe you would be interested in joining PBL” or “I see you are looking for some extra-curricular activities.” Try to direct your message at people who would actually be interested in it.
• You must not spam. Do not force negative perceptions by not respecting your audience and flooding them with advertisements for your club.
• You must utilize the tools available. Get to know the different social networks you are using. See if there are any applications that can help you in your campaign. Some networks such as Facebook have a wealth of tools at your disposal.

The science of viral marketing is inexact and has yet to be mastered, but understanding some of these basic ideas may help you strike gold. But while viral marketing is one key advantage of social networks in helping you promote your chapter, social networks can also serve another very important function. They can help you organize and communicate within your chapter. I urge you to explore the following web 2.0 tools in helping you become more efficient and effective:

• Utilize Facebook and Twitter to remind your members of upcoming meetings.
• Collaborate on documents and events using Google Apps
• Maintain task lists and milestones with a Project Management tool such as BaseCamp or Zoho
• Conduct audio/video chats through Skype to save travel time with one-on-one or executive board meetings

The Web 2.0 movement is more than just a way for you to waste time in class. The latest and greatest technology can help you have a more organized chapter and can possibly help your increase membership.

Joshua Belhumeur
State President and Web Developer