Retailers offering parcel delivery may find success using social media to target niche communities.

Retailers that offer parcel delivery and are keen to take advantage of ecommerce social media opportunities could consider creating new ways of generating mass audience interest.

In an article for AdAge, CloudLinux chief brand strategist Judy Shapiro explained that it is important to recognise that the most successful social media campaigns are likely to appeal to specific communities of interest.

The issue is that these may turn out to be quite small target audiences, which is why she urges businesses using social media to create "new ways to generate mass audience reach from niche communities".

Ms Shapiro also predicted that this will reflect itself as a key trend in 2011. "We will see that quality of engagement delivered in aggregated communities of interest will trump quantity of impressions delivered in one humungous 'social network'," she added.

Another key social media trend that businesses taking advantage of parcel delivery services may be keen to keep an eye on was highlighted by ClickThrough Marketing's John Newton last week.

He told Eye for Travel that 2011 will see more companies bringing elements of social media onto their own websites, in an effort to add "long-form value".

Posted by Rob Elliott

 

Article Added: 30/12/2010 09:59:09