As a result, I found this article very engaging: Consider the Small Things. The author, writing for the online marketing trade site ClickZ, has some really great ideas.
Basically, he goes one step further than the ideas I put forth in this work of my MBA academic prowess, completed in December of 06: The Case for Social Media. In my paper, I suggest that marketers get involved in the online experience, make wiki entries, play Second Life (don't just slap advertisements there), post to blogs, things like that. They should do all this with their brand in mind - not overtly selling, but just keeping in mind that they are representing the brand. They can do this in tandem with overtly sponsoring some online activities/sites/etc.
Chad thinks that we can one up that - by really giving to the communities - not just our two cents - but GIFTS.
Some of the most active blogs and forums relevant to your brand and products may be run as a hobby by a single or group of passionate consumers....
While these sites may accommodate advertising, consider something different, such as sponsoring a user prize-giveaway contest. How about asking site operators what features they would like added, then provide those services to keep the site humming along. A rounding issue for your marketing budget could go a long way for an online community.
Go read the article, it's short, you can do it. This is good stuff - and you can really take his ideas and run with them. Run! Go! and let me know how it goes!
PS: Lots of corporations make a big deal out of sponsoring community (real space community) causes and events. If you can sponsor a community event around your brand... well... isn't that just all the more effective?
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