Reality Digital

Reality Digital

January 26, 2010 04:00 ET

Brands Should Look Towards Their Own Networks as Generic Networks Seek Profitability

LONDON, UNITED KINGDOM--(Marketwire - Jan. 26, 2010) - Brands looking to use social media as a means of increasing their online presence should see brand-focused social networks as the best option, as many generic networks seek to alter their business model and increase profitability.

Whilst many businesses have been quick to gain a presence on generic forms of social media such as Facebook and Twitter, the business climate means that such networks are likely to pursue changes to their working and direction in an effort to profit by further monetising their product. Reality Digital has indicated that brands would be wise to utilise online community software to implement their own brand-focused social network, rather than rely on others.

Although both types of network have their merits for use in social media marketing campaigns, the pursuit of monetisation possibilities may have repercussions for brands on those networks. Many users might be driven away if a network's push for profit becomes too strong, leaving a brand with a decreased contact base and fewer opportunities for engagement.

Robert Proctor, Head of EMEA for Reality Digital, said: "Brand-focused social networks are particularly effective because they place the emphasis entirely on the brand, a characteristic that generic networks cannot possess. They also provide engagement and monetisation possibilities without disrupting the user base and potentially driving them away."

Reality Digital is a leading provider of social networking software for brands and businesses. Its Opus package provides customers with a comprehensive set of tools for the creation and implementation of a brand-focused video social network, complete with features to help them to monetise the network and engage with their key audiences.

Brands can also use Opus to implement specific social networking features into their existing website framework, enabling them to make the most of the growth in popularity of online video or media sharing without having to employ an entire network.

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