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How a brand becomes a friend

Social networks are becoming more dominant in a creative strategy. At JuniorSenior we understood this long ago and it is nice to see that the work we did for the WSPA; building an online community (www.iktekenvoordieren.nl) has reached the 100.000 subscribers.

The site is for all people from young to old that love animals and would like to help them, one way or another. And since the WSPA is the founder of this network, they are likely the first to get some financial support for their good work. Now if you are a brandmanager and you want to do use social networks to reach a large audience, please think twice before you enter. Often the members are gathering in their network because of a special field of interest, and not to meet a commercial message. So if you have something to say or show to empower this audience. If you can do that, then you are free to enter. Not as a brand, but as a participant. Using social networks in your campaign strategy means not placing a banner on the homepage, but to be active. Listen and respond. Ask questions, show the people what you know and what you think. Almost if you are a human being. That is the only way how a brand becomes a friend.