Latest Issue of Marketing Newsletter Fuel Advises Companies on Building Customer Loyalty with Social Networking

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Seventy percent of today’s 15-to-34-year-olds use social networking Web sites like MySpace and Facebook and other age groups are joining fast, according to Reston, Va.-based comScorce. In the latest issue of Fuel, readers learn how to tap into these powerful online communities and build customer loyalty.

MySpace groups enable marketers to reach certain subsets, but in many cases MySpace is simply too big to generate sizable noise

Seventy percent of today’s 15-to-34-year-olds use social networking Web sites like MySpace and Facebook and other age groups are joining fast, according to Reston, Va.-based comScorce. In the September issue of the award-winning marketing newsletter Fuel, readers will learn how to tap into these powerful online communities and build customer loyalty. Produced by engagement marketing leader The Pohly Company, Fuel is the preferred resource of marketing professionals on customer communications. Here are three smart ways to get more sociable on the Web:

1)    Create product profiles. Believe it or not, some social networking users express their love of products like Tickle Me Elmo or the iPhone by adding the product as “friend.” Some manufacturers now give every item in their category its own profile on popular networking sites, notes Niall Kennedy, an Internet consultant in San Francisco.
2)    Go niche. “MySpace groups enable marketers to reach certain subsets, but in many cases MySpace is simply too big to generate sizable noise,” says Andrew Foote, head of PepperDigital, the online marketing division of the New York-based PR firm Peppercom. Many marketers are experimenting with niche social networks — such as Takkle, a community for student athletes — because they can reach highly focused audiences.
3)    Aim for consistency. Studies show that people who use one social network quickly gravitate to many others. That means companies should establish branded profiles across the networks, says Chris Winfield, president and co-founder of 10e20, a social media firm in New York.

About The Pohly Company
The Pohly Company (http://pohlyco.com)] is a diversified marketing and publishing services company that specializes in engagement marketing and customer communications — creating and advancing programs that drive emotional relationships with a company’s customers and best prospects. Services include communications consulting and market research, custom publishing, media sales and consulting, and design communications. The company works with world-class brands, publishers, and major associations, including Continental Airlines, Coca-Cola FoodService, UAW-DaimlerChrysler, Boston Whaler, Western Union, and the Association of National Advertisers. The Pohly Company is also the publisher of Fuel, a bi-monthly newsletter for marketing and communications professionals that focuses on unconventional ways in which to reach and influence key customer groups. For more information on the Boston-based company, visit pohlyco.com.

CONTACT:
Kim McDonough
617.457.3916
800.383.0888

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