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2012 social network success stories: customizing content to attract users

Content personalization is a strategy followed by both companies and social network in order to attract users without entering in direct competition within the mass market with Facebook.

Author: Alba Lorente
Date: Jun 22, 2012 - 8:47:32 AM

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One of the greatest differences between the internet and other channels of communication is found in its ability to efficiently deliver unique and specific content, tailored to different audiences. While TV programs and ads are one for all, websites and social networks are able to filter information in the form of content according to user preferences.

Here lies the true value of communication and advertising on the web: it can reach users interested in a certain product, making promotional investments more efficient and profitable. In the same way companies try to attract users to its products, also social networks try to attract people to their platforms. Since a social site is nothing without users, the higher the audience inside a channel, the more influence and power it will acquire.

Social media has in fact jumped on the train of content customization, creating value propositions rather than for the masses, for the single user in order to attract an audience that is not only large but also and especially active, passionate about sharing its opinions and content on a particular topic, which is the engine that works the whole sharing system.

Social networks like Fidelityhouse.eu have appeared, which have a specific issue driving the interactions. In this case it is based on purchasing activities but that are different to other traditional buying groups or private selling clubs because the sale in itself is the excuse to trigger a strong interaction between the members. Here, the value is in sharing content such as opinions, pictures and videos between users.

After only one year of being online, Fidelity House’s site also known as the social cashback has already 165,000 subscribers.

Another social that has made of the users’ passions and interests its basic value proposition is Pinterest. The name is no coincidence for the idea is to post (or pin) images of objects, concepts or topics relevant to the tastes of each user (his/her interests). The social was founded in 2010, but exploded in late 2011 in the United States and shortly after in the rest of the world. Users can follow boards (the places where images are posted) instead of the users if they prefer so, thus assuring that content, notifications and alerts that arrive on their pages are relevant to their tastes.

During the first months of 2012, Pinterest has reached the mark of 11 million users, mostly women. Of course, members are still far from more than 800 million people subscribed to Facebook (according to the data released in September 2011) that could reach the first billion of users in the month of August, but the trend is that of a steady growth.

Circle Me, the project of the Italian Giuseppe Antonio, also has a lot of social in it although it can be used as a single user too. Again, the premise is that of providing users with relevant information related to the interests expressed by them at the time of registration.


Relevant and customized information is therefore the way for companies and social networks to attract users to their sites as well as a long term strategy that will likely increase content distribution to the right target.

Written by Alba L with support from Fidelity House's Website 
Prima Posizione Srl – Web Marketing Agency

View all articles by Alba Lorente

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