Beginning of the end for giant social networks unless…

The rise in popularity of online social networks has been phenomenal; sites such as Facebook, MySpace, and Bebo etc have captured the imaginations of millions of consumers around the world. By offering a ‘space’ that effortlessly combines a sense of community, self-expression and entertainment, these sites allow users to consume, create, discover and share their lives, interests and thoughts. The challenge to social network sites is how to make these businesses financially sustainable in the long-term. Adding a mobile component to these online communities is not only of benefit to users but could offer an economic lifeline to social networking businesses.

It is all very well to point out success markers such as membership figures that rank in the millions or the time spent by users on the site but if there is no money being generated, this will be the beginning of the end for giant social networking communities. Advertising has always been a mainstay component of any web marketing strategy but web users are becoming increasingly picky about what they choose to look at or interact with. Social network businesses are being forced into more innovative ways of accruing revenue. SMS text messaging is one of the answers to the challenges faced by social media sites.

Adding a mobile component to their online offerings allows these businesses to offer increased freedom of movement to users and various other services including online purchases and instant contact with the network and other users. From a user perspective a SMS text messaging component to the site or application is only a benefit and will increase brand loyalty. Increased loyalty leads to vital word of mouth advertising which leads to more members which leads to more ‘eyeballs’ on your site which results in higher advertising revenues. This is just one of the benefits of taking a social network mobile. According to Market Watch, the 2008 figures from the Wireless Association show that wireless data revenues rose to $14.8 billion, an increase of 40% from 2007. This amount is generated from non-voice calls – i.e. SMS text messaging and MMS messages. Mobile text messaging is still showing unprecedented growth despite the global economic downturn.

By taking advantage of SMS text messages, social networks can now provide their users with several advantageous features. Users can have freedom of movement and still access their networks, they can post and receive content on the go, they can receive updates on posts they have subscribed to, and with premium rated text messages, they can purchase items such as wallpapers, music and ringtones as well as subscribe to additional services offered by the social network. ‘Check-in’ and ‘Locate’ features on social networks even allow users to interact directly with other network users through SMS text messaging and two-way text messaging options allow them to respond in real time.

The social network not only extends the reach of its brand acquiring new members and retaining the loyalty of old users but also generates additional revenue from using premium rated mobile originated and mobile terminated SMS text messages. All that is needed in order to take a social network mobile is a trusted and reliable SMS Gateway provider with access to multiple mobile networks. The world is waiting for your message; send it via a SMS text message.

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