Time 14:43

OK, let me put social networks into some kind of perspective so those that have a life beyond the Web can appreciate the concept:

So you’re having a baby. I understand, having five children myself, that women get together for a baby shower and talk about baby stuff. That stuff might include some of the experienced mothers sharing the joys of an early epidural or the sense of victory they have when scoring a great sale at Baby Gap. It could also be the expectant mother asking about C-sections or the complications of having twins. (Tell me about it: I almost fainted when I heard we were getting two for the price of, well, eh…two.)

Now those same conversations and more are taking place both down the street and on the Web at sites like Real Savvy Moms. This site also includes medical experts taking mothers questions and — oh, yes — plenty of things to buy, if necessary.

Those babies grow up, and drive cars, and go out well too late at night. And when they do (in Minnesota’s Twin Cities) they share their experiences (well, not all of them, but just the ones they want to share) at Vita.mn. The site is a networking hub of sorts for night life, culture and entertainment. And of course, the concept is that a restaurant, band, theatrical play, etc. that is recommended is worth experiencing. It’s true: “Everybody is a critic.”

And if you thought you have seen it all, there are 448 members of the Handbell community on Ning.com. (You need to be invited to be a member; those who don’t play handbells need not apply.)

Emarketer.com has an interesting report by Comscore showing that heavy users of social networking sites are heavy users of online retail Web sites. It describes the top 10 categories of products that are most active among online retail users of social networking sites (which proves you can lead a horse to water).

Give me more social networking

If you wish to drink more social networking water, then consider Blog World and New Media Expo, November 7-9 in Las Vegas. Excellent line up all three days, and there’s also a two-day conference package.

The variety of tracks lets attendees focus on a clear path to greater understanding, whether it’s the early-adopter jumping into the medium with both feet or the skeptic that is just trying to figure out what all this stuff means for their next marketing management meeting. Give a look-see.

If you are going, ping me at amaruggi@providentpartners.net and perhaps we can get together. You know, socially.

How do I reach all of these social networkers?

Lotame (LOW-tuh-mee) is one way. Lotame calls its audience analytical technology “Crowd Control.” The interview in this podcast with Lotame’s president, Andy Monfried, highlights how advertisers can reach users of social media sites within the topic areas important to both advertiser and user. After all, that’s the beauty of how technology and communities are progressing: It’s offering information to a person who is more likely to value that information as a enhancement to their knowledge base instead of considering it a chunk of time to be Tivo’d from their mind — if, in fact, it even made it that far.

Profiling can be a good thing, even for the consumer. Crowd Control can show the degrees of interest in a user’s participation with information and social sites of a certain topic and, like magic (well, kinda), more information is presented that the user values. This technology is best suited for midsize and large enterprises. Lotame’s Web site is directed to publishers and advertisers.

OK, YouTube is great for parties, vacation videos and has some utility for business, but is it the perfect platform for a company’s multimedia social engagement?

There are a few other video/social platforms that are better suited for an in integrated interaction with audiences. Enter vSocial, a dynamic platform that allows companies to post, share and build communities. As we uncover with vSocial CEO and co-founder Mark Sigal, other tools on the vSocial platform let you build microsites that can be filled with user-generated content.

Boston Acoustics and Denon Electronics currently have such integrated campaigns with vSocial. Denon has launched a site called the Makeshifters, where home theater enthusiasts can provide their own stories of building their home entertainment centers.

In addition to typical sharing of these personal reflections, the microsite informs users about new products, best practices, and acts as a host for other information in an entertaining way. The site was created by the interactive agency The Loomis Group.

Now take this interaction one step further because, after all, hearing is believing when it comes to audio. And the Makeshifters have an answer by tying in retail resellers like Circuit City. Now you have a comprehensive, interactive experience that entertains shares, informs and maybe even sells a few products, right at the finger tips of the users.

Sigal is also a visionary thinker on digital media applications in the social world of the Web. Other interesting items on his blog, called The Network Garden, include an article about creating a path of breadcrumbs and Sigal’s commentary on partnering with CBS Interactive.

SOCIAL MEDIA SEMINAR IN TWIN CITIES

I will be hosting a seminar on social media on Tuesday, June 26, at the Pool & Yacht Club in Lilydale, MN. My colleague Mike Keliher and I will provide an overview of the new changes in business communications while answering questions submitted by attendees at time of registration. Register at www.providentpartners.net/answers.

You know, questions are the first form of user-generated content. The seminar’s focus is to help business owners and professionals understand new media trends and how to effectively incorporate them into their business communications.

Coming from the broadcast journalism world, I find these tools amazing. We’ll tackle practical uses of these tools to help address daily challenges you face.

We invite you to comment on this posting or email us at marketingedge@providentpartners.net. Every comment generates a food item donated by Provident Partners to a local food shelter — So what’s on your mind will put food in someone’s stomach.