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Social media applications have revolutionized the way communities use information and entertainment.

Social media applications, like Facebook, Linked In, Twitter and Google + have the combined power in allowing the user to aggregate the information they want in one place, assembling a list of the most relevant content and entertainment that they are interested in and having it available throughout the day. Social media applications also allow friends and communities to communicate and share the best of what they like and are interested in. Social media is the ultimate evolution of the strengths that the Internet and World Wide Web provide; information and entertainment at our fingertips coupled with active and rich conversations between communities and friends, wherever in the world they may be.

The great by-product of social media applications is that they make great mobile applications. In fact social media applications are the mainstay of smart phone application use. The power of social media applications is enhanced by the fact that the value a user gains from them is available to them wherever they are, and whenever they want to use it.

For business and entertainers, social media represents a wonderful way of reaching communities and individuals and communicating with them intimately and regularly and using the community and information strengths of these applications to widen the reach of their message.

Social media applications allow a precise way of gathering an audience

For entertainment, it allows the entertainer to build communities of fans and communicate with them, building a fan base that shares and widens the reach of their content. It can lead momentum towards a program or a release to maximize its reach and the economics around the content. It allows popular, previously released content to live on in communities, sharing and enjoying the content, extending it’s lifetime. Social media applications allow a precise way of gathering an audience that is interested and engaged, sharing their engagement and directing the viewing of material back to VOD sites, for paid content or branded content to maximize the advertising or sponsorship yield for the material. In essence the audience markets the content through their community.

For brands it is a great way to build a strong message and virally market it through communities.

As with media, the community engaging the brand can be directed back to e-commerce or a mechanism to consume the brand. Brand advocates also get the added value of learning about what a community thinks and feels about the brand through the comments and interaction that the community is leaving and passing. It allows the brand to be generous by enhancing and complementing their message with useful and well crafted complementary content, building loyalty in a community.

In areas like real estate and automotive, depending on the characteristics of the community, products and offerings suitable for that conversation can be provided directly to the members of the community providing a targeted and useful service to those seeking information and specific information and products. This takes what would be marketing and promotion and turns it into a useful tool.

Social media is an essential part of reaching any audience and consumer in a way that they like, they use and value

However a good social media campaign requires several elements to ensure its success.A submission on a social network is a conversation in a community of friends and those with a common interest. The copy needs to be good and fashioned for the conversation. Great pictures and video are essential. The submitter to the social network conversation needs to respect that they are in a group of friends. The submission needs to be useful, informative and entertaining, as are the elements of any good conversation that is valued and appreciated. Re-working content developed for another execution on its own will not work. Comments, whether they be good or bad need to be respected. A conversation amongst friends accepts this. The participant in a social network needs to follow up and engage comments so they are part of the community and not a passive voice imposing on it.

However more important is regularity. A social network can be busy and a generous engagement in a community will be regularly submitting and participating. If an entertainer or a brand is accepted into a community and gets followers it needs to make the effort to keep its submissions regular and of a high quality.

While many businesses can see the benefits of engaging social media, the activity required to do it well may sit both outside their expertise and abilities. They may have great content and a wonderful message, but the mechanics of the engagement may allow them to start the conversation but see them struggle to maintain it.

Media services to assist companies maintain an excellent presence on social networking platforms

Tangerine, a new type of media services company has the depth of skills to assist companies maintain an excellent presence on social networking platforms We have vast experience in creating catchy original content for mobile devices and social media platforms with text, graphics, video and audio. We have the ability to take content developed for traditional executions and successfully re-work it for a social media platform. We are skilled in 24 x 7 publishing, always making sure that the conversation is fresh and relevant and part of the communities day-by-day consumption. Tangerine has the ability to manage vast amounts of client’s media through our media management publishing systems, making it available for deployment on a social network in the right format for the right platform.

Our user generated content moderation service ensures that all community participation is respectful and supportive of the standards a good brand and content provider would expect. We develop editorial guidelines that ensure that indecent of vilifying content does not enter the conversation in a community. For conversations where members of the community may not have positive things to say about a brand or the service behind a brand, our teams will follow up and working with our customers ensure that we are doing our best to remedy constructive critique of entertainment, customer service or a product. We can do this in a multitude of languages 24 hours a day, 7 days a week.

We have metrics systems and advanced analytics tools to measure the effectiveness of a social media campaign and the ability to create qualitatively based reports on the tenor and tone of a social media conversation, giving the client a great insight as to what their community is thinking of their product.

Finally, our metadata optimization and commercialization services ensure that on some platforms our clients material is easily searched, accessed and tracked, building that virtuous circle between a clients various digital platforms and executions. Social networking is a powerful tool for brands and entertainers and Tangerine has the skills and experience to unlock this power for the benefits of our customers.