Modern marketing must change with developments in communication. And so it has jumped on the social media band wagon along with the rest of the world, as seen recently with the impact of Facebook and Twitter on the revolutions in Egypt and Tunisia. Not quite as exciting politically but every bit as meaningful for marketing intelligence is the phenomenon of gaming sweepstakes and contest played online and in social networks. This is a real game changer for promoting brands to potential new customers.

Marketing experts have found that social networks can introduce them to many many new customers, and fast. Compared to the ungainliness of more conventional marketing methods, these new modes are much more dynamic and efficient. But it is also clear that a very different approach is called for. The hard sell no longer works online.

Much of the social media community is wary of conventional marketing. Rather than falling for aggressive selling tactics or constant reminders to buy, these online participants value authoritative advice or peer recommendations. What works more effectively is for marketers to build a reputation for trustworthiness over time. Engaging potential customers in a conversation about values makes more sense in this environment.

A most effective way to connect and engage with people using a networking media platform is to offer sweepstakes, games or contests that require participation and sharing. Most people who socialize online stay online for long periods of time. Marketers who can command their attention for large chunks of that are ahead of the game. Promote your brand through a blackjack application on Facebook, for example, and you’ll be spreading your message while friends play against and with each other for hours at a time.

Engaging potential customers with creative and fun contests or sweepstakes has proven to be an effective marketing tool. If those contests have a fun hook or clever gimmick they just might go viral. They can be embedded with features that make them easy to share and also easy to track, so that data about who is playing can be evaluated.

Contests can be designed specifically to be played among friends, with cool prizes that will get everyone buzzing or tweeting. Those winners should be promoted too through the same networking sites they played on in order to keep the conversation going.

In the brave new world of online interaction, word of mouth is still the most powerful tool of influence. The smart marketer will understand this and utilize the lightening delivery speed and vast numbers of the social network phenomenon to reach people as never before. Gaming sweepstakes and contest played online and in social networks is another tool in the kit.

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