mobile myspace, and the relationship between brands and communities

So here's a surprise the action on the MySpace music channel outpaces the other online music venues. According to JupiterResearch, the rambunctious and infectious community action on MySpace Music exceeds Yahoo Music, AOL Music, and MTV.com. In fact, Jupiter says that 48 percent of music fans find out about music from friends. This is most certainly true. This here Minute gets all her music recommendations from friends and friends' iPods, and, well, you know how that goes.

Says Mediapost

But thats hardly news is it, in fact I wonder why Jupiter bothered to tell us what we already knew.

However, if you want to get an idea of the explosion of social networking have a read of the Business week article Social Networking Goes Mobile

Tomi who brought my attention to this article said

BW says quoting a M:Metrics survey, that among American 18-24 year olds, already 33.2% send pictures from cameraphones to social networking websites like MySpace, Flikr etc. Wow, already 33% of this age group. And in America of all places. Puts that 30% of all South Koreans moblog/picture blogs 2005 statistic into perspective doesn't it. And in particular Ajit's question, are communities huge THIS YEAR.

Business week say

Just how big could mobile social networking get? This application's usage could become "as big as online social networking," says Dennis Crowley, founder of wireless social network Dodgeball, owned by Google. About 45% of active Web users have been to online social networking sites, according to a recent study by Nielsen/NetRatings. As MySpace expands beyond its core market of teens and young adults, "We expect penetration of MySpace mobile to match penetration of cell phones," which are owned by 80% of Americans, says Digiaro. Mobile access could become even more prevalent outside of the U.S., where in some cases more people use cell phones than personal computers to surf the Web.

Indeed, it's the cell phone, rather than the personal computer, that's the constant companion for today's hip and socially networked. Why wait till you get home to log onto the PC to tell your 20 closest personal friends about your date? Teens can use a network-friendly cell phone to relay stories, pictures, and videos instantaneously. "You can use [the mobile application] in this two- or three-minute gap while waiting for a train," says Kakul Srivastava, product manager for photo-sharing site Flickr, which is owned by Yahoo and allows for mobile picture posting. "People are out there, living their lives. They are not sitting in front of the computer."

At Forum Oxford Ajit Jaokar asked the question that Tomi quotes about social networking and communities.

A lively debate ensued....

Lalit Sarna in response to the question said

The Power of human connection and relationships is stronger than any algorithm, it can mutate paradigms and cause tectonic plate shifts in the underlying fabrics of markets and economies of scale. Brands who harness this power by bringing like minded like impassioned users together will see exponential returns that create a win win scenario for all, brands who resist will be forced to catch up. The point I am making is Communities can be a brands friend

Vladimir Dimitroff responded

Yes, there is big interest in the subject of communities (or social networks as many call them) among marketers. But I tend to agree with the somewhat skeptical opinions of several posters here. The thing is, all brands and their agencies are jumping on the 'social networks' bandwagon, they seem to have discovered the importance of communities - but do not yet understand why they are important.

Evidence of this lack of understanding is their instinctive approach to try and dominate communities - as one marketer put it: "Social networks like MySpace are a new, very powerfull way to get our message across.."

And I could not agree more with the sentiment but do not yet understand why they are important.

And then Vladimir signs off

The good news is that communities are smarter than anyone attempting to dominate them, they resiliently adapt, evolve and find their way around anything that is not genuinely adding value - according to their (community) criteria about value and about genuine and fake...

So yes, communities are important, well we did write a book about it - and yes they are becoming ever more important, do companies really understand why? Well - I would take a guess and say the majority no, because as we often point out it is not a tweak of your view of the world but a major reframing of your worldview.

Heed Vladimir and Lalits views and think carefully before you jump - though jump you must. Remembering that communities can deliver positive as well as negative advocacy in equal measure.

This why engagement is the only way for brands to build positive advocacy in the future.

Comments

[Anna Farmery]

The desire to feel part of a community - evident with the world cup! - and the need to be individual is the great balancing acts for marketing,comms, HR etc People who build communities that allow individual freedom will succeed. It is about valuing the diversty of us humans without losing that sense of belonging....examples for me are NIke, Google, Apple...

[kebbie]

i want to know how business and marketing are changing