Social Media Marketing

(^95) ■
SOCIAL
A
PPLICATIONS
community—the Trekkies—through an established social channel—Twitter. Figure 4.3
Shows the Tweet in Klingon application.
Figure 4.3 jaH DaqtlhIngan (Tweet in Klingon)
What I like about the Tweet in Klingon application is how easy it is to build
a compelling social program without building a complete community. Rather than
trying to compete with the likes of Facebook, Orkut, or Twitter, Tweet in Klingon
leverages the participant base that is already there by providing a small, well-defined
activity that has meaning and relevance to a precise audience. The additional solutions
shown in Table 4.2 from BuddyMedia, ContextOptional and Step Change Group are
all great examples of promotional programs with a decidedly social element: Take the
time to visit the providers listed in Table 4.2—all have extensive client lists and all are
top-notch.