• USA Today, Monday, June 1, 2009 11:31 AM

Advertisers have tried and many have failed to gain recognition for their brands through social media advertising, USA Today reports. Analysts claim the next step may be creating their own social networking destinations. "Marketers are creating social networks that have lots of legs," says eMarketer analyst Debra Aho Williamson. "They have one in Facebook, one in Twitter that links back to a corporate site. They don't expect to do all their social networking in one site."

Volkswagen, Tropicana and Sharpie are examples of brands that have launched new social-networking sites that give people tools, blog capabilities and insider access to offers. This week, Sharpie will introduce sharpieuncapped.com, a site that will be the center of a campaign about using its markers for self-expression. The marketer hopes to attract users to the site through a print and TV ad campaign. "It's a new world out there with how you interact with consumers," says Sally Grimes, Sharpie's vice president of global marketing. "It's what consumers say about us that matters. It's about being a part of that conversation and inspiring others."

But marketers must be willing to give up control, notes Charlie Taylor, general manager of digital marketing and events for Volkswagen, who calls initiatives like his company's blog, TDI Truth & Dare, and its new Facebook page "open sourcing for a brand." Says Taylor: "As it relates to social word of mouth and this new world order, it boils down to consumer control. No longer are brands in control of the message."

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