As I was thinking of a title for this blog I considered using the “… is King” analogy but it seems the CMS industry has beaten that term to death.

It’s clear with the major success of sites like MySpace, Facebook and LinkedIn that community and social networking is big business. The marketing world is working hard to find ways to leverage this model for clients. It’s no doubt that when community and social networking tools are thought through and integrated successfully the investment can pay for itself rather quickly by connecting you directly with your customer to grow a relationship that allows you to gain amazing insights.

There are a lot of different concepts to consider when looking at social networking for brands. Instead of listing them all I’m going to borrow from (and summarize) the framework provided in Razorfish’s 2008 Digital Report using their “The six “C’s of social influence marketing” model.

• Content
  Content can come in many forms: video, wallpapers, badges, avatars, widgets and information. Authenticity and transparency is critical. Allow your content to be de-centralized (Syndication via RSS or embed).
• Customization
  Include elements where users can define themselves. Allow users to generate and customize their own content (blogs, comments, threaded discussions, etc). Empower consumers to express themselves.
• Community
  Give users a reason to interact. Provide unique content, value or engagement. Leverage relational social networking content on brand sites.
• Conversation
  Build a network of advocates. Using advocates to build new relationships = sales. Accept negative feedback and conversation. Intervene in a problem before it escalates.
• Commerce
  Must be soft sold. Consumers do not want a hard sell; any integration from your e-store must be subtle not blatant. Offer coupons, related content or links to store.
• Commitment
  It requires ongoing customer communication. Solicit feedback on products & services. Add more value to customers. Enhance brand reputation. Enable brand advocacy.

Before looking to embrace the benefits of community and social media you need to consider a solid strategy. A commitment to community requires an all or nothing approach. Provide your customer with a framework and tools that enable conversation and interaction. Don’t forget to invest in updating content that is rich and authentic and adding features that will keep your users coming back.

Last month, Facebook introduced a new ad program, Beacon, that tracks users’ activity on external web sites in order to serve up targeted advertising on Facebook. The program also broadcasts to the users’ friends what they’re buying.

Sounds great - especially for advertisers - except that Facebook made everybody opted in by default, requiring them to opt out if they didn’t want to participate. Hunh? Needless to say, it was a privacy hot mess. Naturally, users revolted, speaking up all over the blogosphere and even involving online lefty heavyweight MoveOn.org.

Facebook wisely reversed its op-out policy yesterday and apologized to users. Users must now opt in to the program, and no response is considered opting out. The reversal is a smart move by Facebook - after all, what is a social network without a satisfied community? Unlike ad-riddled MySpace, Facebook has now established itself as not only the fastest riser in the social networking game, but also the one that respects its community.

Read more over at the New York Times.