Freshness and relevance is appropriate regarding anything in social media, but are especially important for brand pages, and applications. Even though Social Media offers a unique manner of communication with your consumer, that’s not to say it’s easy to engage said users. Pages must have a dedicated page manager to update posts, and content. Content management by a third partly is also strongly recommended. Full Disclosure – I work at Buddy Media which provides these services. I fully feel they are essential if you’re to engage with your users appropriately. Management, and tracking of these activities will place your Brand ahead of the game.
Consider this: Branded Social Media Applications or App-Vertising campaigns, deliver six times the number of impressions that traditional banner display campaigns. SIX TIMES! Essentially what you get as an advertiser is an accelorator. Applications surpass banner placement on social networks. When utilizing an appropriately designed, well thoughtout and appropriately implemented application a brand is paying almost 80% less for each engaged user than if they were to purchase display advertising on a social media network.
1. Applications should have a fresh “hook” to them to facilitate viral growth
2. Don’t reinvent the wheel – if your current UI is loved by your users, request that your application developers replicate the look and feel
3. Give the users a reason to re-visit the application. Anything where they may be competing against friends always works.