One of the latest trends impacting social media is tagging an online status with a symbol. For example, the symbol to the right is the Super Mayor symbol for Foursquare, which is a special shout-out for holding down 10 mayorships at once. The symbol signifies to peers that someone made an online contribution or maintains a level of online popularity. These online status symbols acknowledge actions and are becoming more desirable to achieve.
Initially, online status comes in the form of the number of LinkedIn connections, Facebook friends or Twitter followers. I’ll admit there is a little friendly competition among my friends to reach milestone numbers or connect with certain groups so their logo appears on the profile page.
But, Foursquare comes along and takes online status to the next level by tying it to achievement. There is an establishment next door to our Denver offices where I am determined to be the mayor. I’m afraid that I might be spending a little too much time and money at that location to become the mayor, but that is the goal of location-based marketing. If retail locations can encourage consumers to make every effort to obtain online status and tie status to transactions – it’s a win-win. One retailer that understands the power of online status is Arby’s. Last November, Arby’s held a Foursquare promotion in which mayors of 37 locations from Evansville, Ind., to Huntsville, Ala., earned reserved seats at actual “Mayor’s tables.” The mayors received 50 percent off meals and Arby’s tested new products on this group.
As social media evolves, the lines between ‘real world’ and online can get blurred. One example is the website Nerd Merit Badges which offers Foursquare symbols as a round 1.5” patch. You’ll see this patches adorn purses, backpacks, hats, etc. Further evidence of this ‘real world’, ‘online world’ crossover includes Crowded Ink, users can create a coffee mug adorned with profile pictures of Facebook friends or Twitter followers. These images are some of my Facebook friends.
For marketers, keeping up with the cultural, intellectual, ethical and spiritual climate within groups of influencers gives your product or service an opportunity to be cutting edge. As a part of an integrated marketing plan, consider supplying your social network with an online status symbol that displays their achievements with your company.
Tell us if you think embracing online status symbols improves social media marketing or if you think it’s just a fad. Share your ideas with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.
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