Social network sites and magazines

In this small essay I will talk about the link between social network sites and magazines and about what they can mean for each other. A social network service is a way for people that share the same interests to come together and to interact. It is a way to get to know people and to keep in touch with people that you already know. An example of a social network site in the Netherlands is hyves.

One way magazines can make use of the social network sites is through directed advertising. On hyves there is a group called welovetijdschriften (http://welovetijdschriften.hyves.nl/). Here 1817 people come together, because of their interest in magazines. The hyves is used to start discussions and to exchange experiences. On the hyves you can also find a lot of advertisement. This is of course a smart move of the companies that advertise here because in this way they easily reach their target group. They don’t have to spent time and money in investigating how they can reach their target group, because this group has already gathered online in a group on hyves itself. Social network sites enable companies to advertise at low costs.

Another way for companies to make use of social network sites like hyves is to make a profile for the company. This is a good way to represent it and to try to gather ‘friends’. Cosmopolitan has a profile on hyves with 667 friends (http://cosmopolitanofficial.hyves.nl/). The hyves is a good way to show people the identity of cosmopolitan and to give people the opportunity to stay in touch with Cosmopolitan and to be the first to know about new changes when they become friends. It is a way for Cosmopolitan (and other companies) to get in touch with their target group and to keep them interested. Social networking sites are great ways for companies to build a brand image (Jody Nimetz, 2007).

Social networking sites can also be used by companies internal. A lot of companies have a private site for their employees to share and exchange ideas, thoughts and even important files. Consequently high travel costs can be avoided. In this way John Swartz states in USA Today (2008) social networking sites can help companies boost their productivity.

In conclusion, social network sites can play a big role for magazines. Social network sites can enable magazines to get in touch with their target group, to advertise at low costs and can help them build a brand image. They can also help the company boost their productivity. Social network sites can mean a lot for magazines and other companies and should be seen as an extension of the original format.


Literature

Cosmopolitan hyves (http://cosmopolitanofficial.hyves.nl/?ref=sr). Accessed December 2, 2009
Nimetz, Jody. "Jody Nimetz on Emerging Trends in B2B Social Networking". Marketing Jive, November 18, 2007. Accessed December 1, 2009
Swartz, John. “Social networking sites can help companies boost productivity”. USA Today, August 10, 2008. Accessed December 1, 2009
We love tijdschriften hyves (http://welovetijdschriften.hyves.nl/). Accessed December 2, 2009