Essential Dos and Don'ts for Successful Social Media Networking

Google's Launch of Orkut:

In 2004, Google launched a social networking site called “Orkut,” which helped users find and join communities via keyword searches. Orkut became adept at connecting classmates, school groups, workplace groups, and neighborhood groups. It reached its peak in 2012, with over 30 million users.

Logo of the once-popular social networking site Orkut, featuring its distinctive pink lettering.

Orkut developed a significant digital presence in Brazil. Part of this success can be attributed to the Brazilian government's restrictions on outdoor advertising, which have led to increased online marketing and purchasing. Brazil boasts the world's fifth-largest online market. Approximately 80% of Brazilian social media users use social networking platforms to research products and trust recommendations from online community members more than traditional advertising sources.

Orkut's division of users into interest groups enabled more targeted and efficient marketing strategies. For instance, companies offering fishing lures, reels, and fishing getaway packages could strategically promote their products to members of a fly-fishing group, optimizing their advertising return on investment.

Orkut exemplifies a company that effectively applied the branded experience model. This model has four essential dimensions: sensory, affective, intellectual, and behavioral. Orkut engaged users' senses with its clean, simple, sophisticated, and user-friendly interface. Its emotional appeal stemmed from the ability to connect with like-minded individuals and form groups. The invitation-only membership added a sense of exclusivity, enhancing the emotional connection. Intellectually, Orkut offered a platform for sharing ideas and information. Furthermore, it facilitated behavioral change by enabling members to exchange opinions on products, thereby influencing purchasing decisions.

Google Shuts Down Orkut:

Despite Orkut's positive momentum and strong digital presence in Brazil, Google shut it down in 2014 as its competitor, Facebook, dominated the market.

A visual representation of various social media platforms, highlighting their interconnectedness around the globe.

What went wrong?

Ali Hajimohamadi's article in Startup Magazine, https://startupik.com/the-rise-and-fall-of-orkut-googles-forgotten-social-network/, offers a concise examination of Orkut's ascent and decline.

• Orkut ceased to evolve. As the smartphone revolution gained momentum and the transition to mobile platforms became essential, Orkut failed to adapt to a smartphone-friendly format. It did not redefine its features or capabilities to align with users' needs.

• Orkut did not fully grasp Facebook's appeal and competitive threat. Facebook offered faster load times, a more sophisticated user experience, enhanced privacy policies, and a stronger sense of security. Consequently, Facebook's quality and appeal surpassed Orkut's.

• Due to inadequate cybersecurity measures, Orkut faced challenges with spam, fake profiles, harassment, offensive communities, and legal issues related to specific content. In contrast, Facebook was perceived as more secure, leading to a decline in trust for Orkut.

• Internal competition arose when Google launched Google Buzz and Google+, dividing resources and leadership focus.

Lessons Learned:

• Achieving early market dominance does not guarantee sustained success. It's crucial to adapt and evolve continuously.

• Maintaining a strategic focus is essential. Internal prioritization and support are critical for achieving objectives.

• In competitive markets, speed counts. Facebook loaded faster.

• Trust, safety, and cybersecurity significantly affect brand perception.

• Establishing strong regional traction is a valuable asset. Recognize and capitalize on this potential. Don't lose what you worked to gain.

  
  

In Strategic Social Media: From Marketing to Social Change, Mahony and Tang discuss the importance of developing a social media marketing strategy using a seven-step action plan.

Design Framework Action Plan:

1. Goals: Establish your primary business objectives and align them with your goals. Prioritize these goals by significance and allocate your time accordingly.

2. Target Audience: Identify the audience most likely to utilize your product. Define your broad target audience, a niche subset, and an individual user persona. Employ strategic messaging to effectively engage each segment.

3. Social Media Choice: Identify the strengths and characteristics of each platform to customize your messaging and concentrate your marketing efforts where your audience is most engaged.

4. Resources: Focus on tasks you can accomplish and delegate those you cannot. Avoid burnout. Reinvest 10% of your gross annual revenue into marketing efforts.

5. Policies: Develop a clear and specific mission statement along with business guidelines that emphasize professionalism and ethical practices.

6. Monitoring: Evaluate your success rate on a quarterly basis, identify strengths and weaknesses, and refine your strategy for optimal effectiveness.

7. Activity Plan: Utilize a social media content calendar to efficiently organize your activities. Hootsuite (http://hootsuite.com/plans/free) provides tools to manage multiple platforms and track success rates.

Monthly Social Media Calendar: A structured plan for Instagram and Facebook, detailing daily post timings and themes such as branding, live events, and giveaways to enhance online engagement.

I hope you enjoyed this blog post. You can learn more about these topics by reading the article linked above or by reading Strategic Social Media: From Marketing to Social Change by Meghan L. Mahony and Tang Tang, either the 2017 (1st Edition), Chapter 11, or the 2024 (2nd Edition), Chapter 10, both published by Wiley Blackwell.