The Field of Dreams quote is so over used it’s a cliché now and I hate to use it again.  ‘If You Build It - They Will Come’ only works for baseball fields in Iowa.  It does not work on the web and it certainly does not work with Web 2.0 tools such as social networks.

Web 2.0 is about interaction and engagement.  Those two words are not passive in nature.  As such, your social network campaigns should not be either.  Do you wonder why no one is visiting your social network?  Did you just hang the sign and nothing else?

Here are a few simple steps to get your social network presence noticed:

Invite Me - There are hundreds of millions of profiles out there.  How do I know you are even there?  Make sure you invite me to join your network.  You can invite me via the network itself or via your other marketing programs.  Remember, that social networks are not islands, integrate them into your current marketing programs.

Wow Me - Once you get me there, make sure I come back.  Content is key to social networking just like your other online programs.  Make sure you provide engaging content and update it on a regular basis.

Remind Me - Utilize the notification features to let your network know that something is going on within your network be it an event, new video, special offer, game, or other development.

Friend Me - Companies often make the mistake of being to outwardly commercial on these sites.  Yes, you can offer specials, promote products, and other commercial goals and messages.  However, use less of a 30 second spot and more of a we are just sitting in the backyard talking approach.  Engage your audience in meaningful ways and you will build your brand effectively in these areas.

Reward Me - These sites can draw traffic to your other programs, especially your website.  However, you will find a higher conversion rate if you offer more exclusivity.  It is kind of like membership has its privileges.  Don’t always make me take an extra effort to get what I want and give me some unique to the social network items as well.

Remember with your social network programs that you get out only what you put in.  The investment you make is with time.  Take the time to engage and interact and your brand will be rewarded.