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Heads up, Facebookers: The Web site isn't just for you and your college buddies anymore.
While social networking sites like MySpace and Facebook may have started out as ways to keep in touch with classmates and amass huge "friends" lists, a growing number of businesses are now using them as cost-effective marketing and recruitment tools.
Bruce White, professor of information systems management at Quinnipiac University in Hamden, estimates that more than 90 percent of his students use Facebook, and said the site and others like it are becoming attractive alternatives to traditional advertising for some companies.
"It is more cool, more hip, more exciting and more viral than traditional marketing," said White, adding that growing number of people in the 15-to-25 age group turn to the Internet as a major source of communication.
But the trend may not be for every business. Ali Parmelee, creative director and co-owner of Think Creative Group marketing firm in New Haven, uses Internet sites with her clients, but warns against rushing into it.
"We've set up some of our clients with social networking sites," said Parmelee. "However, one of the biggest traps that businesses need to be careful of is not just jumping on the bandwagon because they see these new shiny toys. They need to make sure it's applicable for them."
One of Parmelee's clients, Zinc restaurant in New Haven, uses various online tools - including the food and entertainment-themed Web site Epicurious, which the restaurant owners say is a perfect fit for the business.
"We've found that it's a more cost-effective way to get our message out," said Donna Curran, who co-owns Zinc. "We use constant contact, and it's a great way to keep in touch with your customer base."
The trend in online marketing is likely to continue growing as more consumers turn to the Web, said David Klineberg, account director at Response Marketing in New Haven.
"It's definitely going to continue to get bigger and bigger and become more of an essential element to anybody's marketing," Klineberg said. "I think if companies aren't participating in Facebook and stuff like that they're already starting to miss the boat."
Klineberg said sites like Facebook provide a link with consumers that other forms of advertising cannot offer.
"There's a sort of social interaction, the human connection, which in traditional advertising is not there," Klineberg said. "With a print, radio or TV ad, you're maybe trying to drive (people) to your Web site, or to a way to have them interact with you. But this way, (with Facebook) it's immediately happening."
A client of Klineberg's, Assa Abloy of New Haven, which manufactures door openers and locks, is using Facebook to increase its visibility among architects, said Marna Wilber, the company's director of corporate communications and public relations.
"What's intriguing to us about Facebook is we feel through our sales force, we already have an audience with well-established architects," said Wilber. "We're hoping to give ourselves more brand awareness and recognition among young and upcoming architects, and people interested in design, with Facebook."
In addition to being a marketing tool, Quinnipiac's White said businesses are also using Facebook as a means to acquire new employees.
"Absolutely it's being used to recruit for jobs," said White. "Let's say an accounting firm is looking for students with that major. They can find students of a certain age, specify if they want juniors or seniors, find their university status and target them saying they're looking for someone to join their firm."
Klineberg said Facebook allows employers to learn about potential job candidates, and vice versa.
"It's a good way to find out more about each other," Klineberg said. "A lot of times you can see a person's interests and background right away, and they can see what a company's culture is like as well, and what working there might be like."
White said another advantage of using sites like Facebook is the ability to reach people on short notice. The medium is especially effective in reaching younger consumers, he said.
"Advertising on Facebook is viewed in a more positive light. Kids are thinking, 'These people are coming to meet me in my environment.'" he said. "If you work it well, it isn't going to cost anything, yet you get on there and it becomes viral. It's the old word of mouth, except it's by the Internet."
Andy Shapiro is a Register intern.
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