Business Networking - BBC Embraces Social Networking

The BBC is planning to launch a number of social networking sites based around its most popular programmes. In many cases, ‘Top Gear’ and ‘BBC Good Food’ for example, the programmes have almost become brands in their own right, so with the growth of the social networking website phenomenon it makes sense to introduce the interactive elements which typify the breed.

With fast-growing sites such as MySpace enjoying massive popularity, the BBC are keen to maximise their web audience by tapping into the power of social networking, enabling visitors to interact with each other whilst developing a sense of brand loyalty.

Although there is no firm time-scale in place, a BBC spokesperson indicated re-launches of some sites could happen within the year after a period of research and evaluation. The most popular brands will be targeted first. When social networking first became widespread last year, many pundits believed it spelled the beginning of the end for traditional media like the BBC and the daily papers. But as the social networks matured, it became apparent that in fact the traditional media organisations could actually tap into the trend and turn it to their advantage.

As well as increasing site traffic (which in turn increases advertising revenue) the increased interaction almost certainly increases brand user loyalty. The BBC can surely expect to benefit from this element of consumer loyalty that comes with the social networking territory.

www.businessinberkshire.co.uk/networking

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