Rules of Effective Web 2.0 Promotions

Web 2.0 developments such as social networking, video sharing, and content sharing and rating sites have opened the door for many new and effective ways of web promotion. However, as with any promotion method, success lies more in the execution than the idea.

New marketers mistakenly believe that using these venues for web promotion is incredibly easy and then are disappointed when their efforts fail. Using web 2.0 sites can be a great way to promote your site, but it's not easy and takes careful planning and consideration. Below are several rules to remember if you want your promotion methods to succeed.

Web 2.0 focuses on community. The purpose of My Space, You Tube, and Digg is to create a community that benefits everyone. This open community atmosphere can be taken advantage of in good and bad ways. Devious or tricky promotion methods within the community will get you buried, or worse, banned. Spamming, misleading information, hidden tags, and malicious behavior will quickly damage your company's reputation. A good rule of thumb is if your promotion method will hurt or annoy other members of the community, it is best to find another method.

One of the great things about the internet is that everyone can contribute within a certain level of anonymity. However, if you are trying to promote your business, it's best to attach your company name to your promotions so that you build a strong reputation. It also shows community members that you're not trying to hide — so you can spam. Attaching your business name to your profile shows that you're willing to put your reputation on the line.

But, because of the open communication and participation, you can't expect to get positive feedback or comments all or even most of the time. Recognize that some people won't be pleased no matter what you write and don't worry about it. For those who do have legitimate complaints, openly communicating with them is the best way to solve a problem and instill confidence in other customers. That's why honesty is always the best option. People can spot promotional hype potentially damaging your online reputation for good.

Like any effective promotion method, you should be prepared to put in the work required to make your web 2.0 promotion methods successful. While it's possible to produce a short video that goes viral with very little work or create a My Space page that takes off on its own, it usually takes more preparation to create something that provides good information and promotes your business at the same time. Web 2.0 promotion is an ongoing job and must be cultivated to attract the largest audience possible.

 

Written by: David C Skul - CEO

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