Like any social media mar­ket­ing pro­fes­sional, my job is to lever­age social media to cre­ate brand love through rela­tion­ships with cus­tomers and prospects online. It’s not an easy job, par­tially because, let’s just face it, nobody likes brands that much. But, mostly because the social media land­scape con­tin­ues to evolve at a break­neck pace, and most of that evo­lu­tion hasn’t been help­ful to brands. In this regard, the past year hasn’t been kind. Consider the fol­low­ing: First, Face­book puts peo­ple in front of mar­ket­ing and goes all “pay-to-play”. And, now a bunch of new, anony­mous social net­works have emerged. Seriously, Secret and Whisper? How in the world does a brand self-promote on an anony­mous social network? All of this is begin­ning to make me think there might never ever be a truly friendly place for brands blast con­sumers with their well-crafted mes­sag­ing in social media.

But, then I found Woo Woo.

Recently pro­filed in a major pub­li­ca­tion, this just-launched social net­work (iron­i­cally, with a pres­ence on Twit­ter as well) has all the key ingre­di­ents for mar­keters to get excited: a young, highly engaged and highly influ­en­tial audi­ence, unfet­tered access for brands, and loads of tar­geted adver­tis­ing. While only in pri­vate beta, the net­work, billed by its founders as an “exclu­sive online com­mu­nity just for impor­tant peo­ple” is already build­ing strong momen­tum within demo­graph­ics that are the sweet spot for most brands. The fol­low­ing is a sam­ple of some of the self-identified char­ac­ter­is­tics of cur­rent users:

  • Wears iconic eyewear
  • In a band
  • Likes bands
  • Is really into the World Cup, but only for another cou­ple of weeks
  • Likes sports, but for “social rea­sons”, and because of “what it says about me”
  • Has a Tumblr
  • Has an iPhone or Android device
  • Etc…

If Woo Woo can ful­fill it’s brand promise and main­tain its cur­rent trajectory, it stands to do much more than sim­ply add to the pro­lif­er­a­tion of social platforms. It could offer what nobody else could: an exclu­sive way for both indi­vid­u­als and brands to bask in each other’s self-importance — the ethos of social media.

So far, all signs point in that direc­tion. Accord­ing to a recent sur­vey of senior mar­keters at For­tune 500 com­pa­nies, approx­i­mately 89 per­cent of brands plan sig­nif­i­cant invest­ments in Woo Woo within the next 72 hours.

All this being said, it’s impor­tant that all social media prac­ti­tion­ers and brands remem­ber some key best prac­tices when mobi­liz­ing on any social net­work new or old:

  • Try­ing to be every­where is a path to nowhere, and being strate­gic is a far bet­ter approach than being prolific.
  • Make sure that your cus­tomers can inter­act with you in mean­ing­ful ways when and where they really want to.
  • The goal isn’t to max­i­mize the num­ber of chan­nels you have a pres­ence in; it is to max­i­mize the return from the chan­nels you invest in.

Then again, how can you pass Woo Woo up.

Still not convinced? Just watch Woo Woo’s launch video:


As a social media ninja/guru/rock star, I have a duty, a moral imperative, to strategize the most socially expedient way for my clients and their brands to get all up in your Woo Woo. ;)