Brands Set To Shift From Community Building To Monetisation in Social Media In 2011

With many brands having focussed on building social communities over the past twelve months and some still striving to catch up – the focus looks set to shift towards how they can monetise these communities and social channels to focus on the longer term ROI of social activities in 2011, says Punch Communications.

Brands that have demonstrated this shift include online fashion store ASOS who has launched a Facebook store. Although in the past ASOS used social media in order to interact with fans, it has launched a new store through Facebook, so that shoppers can make purchases, without actually having to leave the social networking site.

The ASOS Facebook store is the first of its kind in Europe. However, interestingly, the application is something which is being used more commonly by brands in the USA. Launching a Facebook store will continue to allow the brand to continue in its discussion with its followers and fans, while also consumers can buy and share products with their friends and write reviews.

Holly Henstock, Account Manager at PR Company Punch Communications said: “Brands have and are continuing to integrate social media channels within campaigns, alongside other channels. However with some brands now beginning to sell directly via facebook apps such as the Facebook store, it looks likely that those brands who have invested so heavily in community building will begin to look at how they can make a return on investment. Clearly the main issue is how to do so without undermining the community itself – and it’s certain that some consumers will reject the concept of being sold to via brand pages. Nevertheless, the process is inevitable and looks set to create an interesting dynamic over the coming six to twelve months.”

Punch Communications is an SEO Agency which practices Online PR that can enhance a brand’s online presence, and enable them to improve user engagement. Punch is currently recruiting for a number of roles, for more information please call +44 (0)1858 411600 or email janey.marshall@punchcomms.com.

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