A new social media marketing service, GaggleAMP launched it’s public beta site a week ago with the aim of making it easier for marketers to broaden the reach of their online communications. The site “provides a way for people who have affinity for an organization (both internal and external) to promote synchronized messages across social media platforms.”
The idea is that a company or brand invites people to be part of a ‘gaggle’ – a community of people interested in that brand/company. When the company posts a message online their ‘gaggle’ is notified and can access a branded website on which they can choose whether or not to share that particular message with their wider online social network.
So how is this different from followers retweeting a company’s post on Twitter or sharing a blog post or Facebook post?
Well first of all their is inbuilt tracking and reporting so that the brand manager or marketer can easily see what messages are being shared, measure click through rate and gauge the spread of the message. The reporting is based on tracking a unique shortened URL.
Then there is a rewards scheme. Members of the ‘gaggle’ receive points when they share a brand’s message online so they are motivated to engage in the brand’s promotion as they are incentivised to do so. The GaggleAMP account holder can set the number of points rewarded for a particular message and specify the reward.
One of the sites beta customers, Robert Vernon from GolinHarris, states that in their few months using the service they have reached 104,414 people using the tool via a gaggle of 69 people. They currently support message syndication to Facebook, Twitter and LinkedIn.
My initial thoughts…
People who join a ‘gaggle’ may soon get sick of update alerts from a company/brand and would begin to become increasingly selective in what they ‘share’ so as not to run the risk of irritating people in their social network.
A person could ‘like’ many company Facebook pages and on occasion share information about special offers or interesting news with ‘friends’. However if you were part of many ‘Gaggles’ then your wall/status updates/Twitter stream could suddenly become overtly-promotional and you’d have to wonder if friends would start to zone out your posts or ‘unfollow’ as they would with a brand account?
There is also a question of credibility here. If I post a comment on Facebook about a brand/service there is an inherent credibility as my friends/network know that I’ve no vested interest in commenting either positively or negatively about that brand. However if I begin to post relatively regularly about a particular brand/company then it becomes apparent that I have an association with them, or in the case of GaggleAMP, that I am being incentivised to promote their messages. As a result the credibility of those messages are reduced over time. This could have a negative effect on brands who have developed online brand loyalty over time and who have not been incentivising promotion in that how are my followers to know what posts are my own personal views or those which I’m being rewarded by GaggleAMP to share?
One to watch for sure.