Everybody is (or should be) familiar with the KISS principle (keep it short and simple). It is widely applied throughout communications, marketing being no exception. It basically points out that things should be kept to a simple level as complexity only adds an unnecessary experience layer to the scene. This is also true for Online Marketing – the more complex the experience is, the more prone are you to losing your visitors. This applies to banners, sites and even social network interactions.

If you work in the online arena, then a lot of your clients have already come up to you and said, “Well, let’s go into [insert Social Network here]” – most likely Facebook now – and has tasked you and your team to strategize what the brand should do on Facebook. If you are going into a a group logic or just a fan page with some static information, then you should probably think about doing something more. However, if you are creating a more complex interaction, like a browser game or a new tool that you hope will be really interesting for the users, then you’ve got a lot of work ahead. The KISS principle will be your friend when figuring out what you should do, but I’ve got a new rule – the SSS Rule.

The SSS Rule simply stands for “Simple”, “Sharable”, “Scorable”. And it will help you evaluate your ideas before you take them to the client and even support them when you do your presentation. Let’s look into each of these:

Simple – No news here. KISS said to keep it simple. I’m telling you to keep it SIMPLE. The time people spend in Social Networks, although growing, is unbelievably fragmented. From tool to tool, game to game, post to post, users are prone to lose their attention in a very short time span. It’s a stresstetainment consequence. So if you want your tool to survive it has to be really time efficient – only requiring a little while to understand and about 1-5 minutes of the users time maximum. Beyond efficiency, keep in mind it also has to make them come back for more. One such example is Mafia Wars. With more users growing every day, Mafia Wars takes up to a few minutes each time you go in. But it always makes you come back in a few hours to carry on your game.

Sharable – Social Networks are all about sharing – and they make it easy to do it too! All you have to consider is that the tool has to have sharing potential – be it because it’s a natural mechanism such as the ingredient exchange in Restaurant City or because sharing it broadens the experience like adding more neighbors in Farmville.

Scorable – This is probably the hardest to explain. To keep users coming back for more, Social Network tools should create competition in an indirect way (e.g. a score or level that challenges users to develop new skills and ‘up their game’). Not only does competition open up more functionality in the application, it also becomes a status of its own. Consider the quiz craze on Facebook. What makes users crazy about quizzes like the Flixter Movie Quizzes is the fact that they see the results of their friends. This is what I mean as Scorable – it give a score or it contains an evaluation or evolution metric inside the application.

There you have it. The SSS rule will help you conceptualize and evaluate any application you create for a Social Network. Keep in mind, some applications might only fulfill two of the criteria such as Sharable + Simple; as one of the S’s might be more important to your target than another. Ultimately it’s up to you though, where you want to position the brand in the SSS matrix. In any case, using the SSS Rule will help you evaluate where your social application stands and what should you improve or not.

Facebook Connect has been around for a while. While some of us are still fooling around trying to find a real way to engage the Facebook audience – who’s definitely becoming tired of the overcrowded application scenary that feeds us with thousand of irrelevant quizes everyday – while other players are doing what seems right, which is using Facebook to communicate user necessities in a basic 2.0 fashion. Orbitz is one of those cases.

Having recently released a Facebook Connect application where users can share their travel plans with their friends. Not only this but it also allows friends to click on the trip in order to book their own travel, be it equal to the one they saw on Facebook. This makes group booking a lot simpler. The clever thing about this is:
1. The way it displays the brand and their product in a Facebook-friendly why. It’s not an invading application that you feel that is just another quiz, it’s actually something real (a trip a friend is making);
2. It generates opinion. Trip reviews – be it opinions on the destination or the Hotel – are the themes most commented on the web and regarded as valued knowledge coming from somebody who’s actually been to these places – it’s the basis of the 2.0.
While Orbitz is not the first vacationing app on Facebook, it definitely uses two important factors – simple and context-friendly. It is a natural fit with Facebook and users do not mix it with second rated applications. In an overcrowded social media scenario, it’s nice to actually see brands tone it down a bit and instead of creating complex in-Facebook mechanics, they just connect it in a natural way.

I know. You must be thinking “OMG, another Twitter post…”. Yes, Twitter has been on the spotlight for some time now and everybody seems to be using it. But what this post is actually about the uses of Twitter.
If you consider the basic use of Twitter, it is far simpler than a Social Network. That’s because you cannot consider Twitter a social network per se, although it contains a strong networking (essential actually!) and it is based on exchanging information amongst peers. Nor can you consider it a Social Bookmarking tool, although the use it has been having from most users is to share links to interesting stuff they come across the web. It’s not a messaging system either as it goes beyond it. So what exactly is it? It really doesn’t matter what it is – it’s a lot more interesting to check what it can do.
Twitter has something that is completely different from any other service of the same genre – it can work as an add-on to other tools online. That’s right – we can consider Twitter as an upgrade to the user’s needs and purposes online. Better yet, Twitter can work towards a company’s objectives and even a fellow website purposes. Consider the following examples:

- Digg – Digg is a Social Bookmarking website. What Twitter does is, instead of having all sorts of digital scrap on the top popularity links due to having the same “credible” individuals posting and using convenient titles such as “TOP 10 MICROSOFT vs. APPLE and IPHONE PICTURES” (all the basic keywords to attain first place on Digg’s homepage), Twitter allows the users to select the people most in tune with their preferences and just check the postings and links placed by them. Yes, I said it’s not a Social Bookmarking service, but the fact is that more users are using Twitter to share their common interests and “work” related information. Which leads me to my next point;

- Linked In – A professional social network, Linked In is probably one of the best sources of information for head hunters to find their targets. It’s like an online résumé. But what Linked In lacks (or simply users don’t use it to that purpose) is information regarding the involvement of the target with the type of job he has. Is he a simple Joe who just does his 8 hours of work and doesn’t do much more or is he this information powerhouse that would be valuable for the company? Simple – if this person has a Twitter account, you can check just the type of information he shares and is interested in simply by following him and checking who he is following. Sure, you can always say that the Linked In target is not exactly Twitter’s target, but consider that most Twitter users are professional above 35 years-old.

- MySpace and Facebook – Here’s the bigger issue. How to mashup Twitter and these two while the first two have a service that sort of works the same way Twitter does. Well, consider this – how much stuff do you have on your wall to check? With Twitter, you can focus the attention towards where on the Profile you want people to look at without all the crowded information about the Quizzes you did.

- Youtube – Having recently added a Twitter sharing button, Youtube has definitely discovered the potential in Twitter for it’s business. Twitter users are used to follow up links and, like I mentioned before, are more prone to go to a link to Youtube placed by a trusted followed source that on any other place.

I could go on but I believe you got the big picture. The truth about Twitter is that it isn’t a threat to other Social Media websites – it can actually work towards a common goal. It all comes down to how the relationship between the companies influences the integration of their tools and, of course, on the user’s interest.
Twitter is growing so we are sure to see more users joining Twitter. So, instead of fighting it, why not just ride the waves like Youtube did and find out how we can use it to the consumers advantage. Companies have already started scrapping Twitter and finding the first uses from this tool:

- Extending the reach for those individuals or companies that already have a blogging strategy in place, and want to deepen or further ties. Good examples: Carnival Cruise Lines. The ScienceNewsBlog’s weather tracking updates. Andy Carvin’s PBS blog on education and technology.
- Retailers announcing sales and deals. Good example: Deals on Dells. Blue-light specials at Amazon.
- Increasing the ability for frequent updates to blogs or web sites or news. Examples: The NY Times, CNN, BBC, Adrants, and those of us here at MarketingProfs.
- Building consensus or a community of supporters. Good examples: Presidential candidates John Edwards or Barack Obama.
- Building buzz. Example: Scott Monty and CC Chapman introduce a new blog.
- Updating breaking news at conferences or events. Example: Jeremiah at the Web 2.0 Expo. Forrester seems poised to use it to update happenings at its upcoming Consumer Forum.
- Updating your network to shape your own personal branding: Example: Oh boy… there are zillions. Pick a face on Twitter. You’ll see what I mean.

Get more information on how the Twitter community works and thinks for your marketing efforts. As I’ve repeat several times before respect your audience – don’t jump in and apply pure hard-selling tactics because that’s not what consumers what. It’s not enough to repeat that again.