Quick post regarding Social Network URLs in marketing campaigns

Here’s my response to a post at Marketing.FM by Eric Friedman about companies linking to social network sites rather than their own in their advertising campaigns.

“Great article, Eric.  First time commenter, long time reader here.  I think any time you get a potential customer to view ANY targeted media, it’s a win in my book.  In the case of advertising during the olympics, it’s a double win.  The people at Toyota, let’s say, know the demographics of Olympics viewers when they buy ad time from NBC.  Thus, not only are they getting millions of eyeballs on the TV ad, they get extra brand awareness and when people go to youtube to view something else related to what they saw on television.

On the other hand, I agree with you.  The execution of both of these strategies seems a bit bumbled. If companies go to the trouble of producing additional video content for the internet to supplement their ads, it’s MUCH easier to get valuable metrics for their effectiveness if it hits their own domain.  So why send viewers to YouTube?  The only reason I could see Toyota putting an ad on YouTube is to save bandwidth on their own server.  Although usually, it’s a GOOD thing to get millions of hits on your website.  Maybe then YouTube would want to place ads on Toyota’s site!

The Uniball case is a little different.  Having people sign up for a free pen and get their valuable personal information is a smart idea.  Why, however, direct someone to Facebook for this? One possible reason is ease of use.  A LOT  of people spend quite a bit of time on Facebook and are familiar with it.  Perhaps the marketing people at Uniball thought customers wouldn’t take the time to go to their website or may forget the URL.  If they pushed them to go to a Facebook page, it would make the customer do less work since they already spend most of their online time on the social networking site.

I liked Matt Daniels’ comment below mentioning if Uniball has a subpar (he used a different word) website, perhaps using the Facebook functionality is the way to go. However, it appears as though even if the customer goes to the Facebook page, they still have to go to Uniballsuperink.com for the free pen.  I agree with you, Eric.  This can be very confusing to people who want more information on the product or just want a free pen. They should use Facebook to supplement their ad content and have it be just another integral part of their marketing strategy.”

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