Empire Avenue does the same but takes it to another level. It’s actually useful outside of accumulating a score.
For those who are not familiar with the social media game, it can be summed up in a paragraph. Individuals and brands create accounts and put themselves on the open market. Players can buy or sell their “stock” and affect their share price as a result. “Eaves” are the currency exchanged and they can be spent on other players, upgrades, and the most important aspect of the game: missions.
It’s in the missions that the social media marketing power comes into play. Players are able to assign missions by offering eaves in exchange for social media activities. These activities can range from simple retweets or Facebook likes all the way up to link requests, comments, and sign ups on various websites.
Unlike most services that allow people to trade or purchase (with real money) similar social media tasks, Empire Avenue has the advantage of an audience that is highly connected. A look at the Klout and Kred of the users reveals a stark difference between Empire Avenue and the trade or paid services. These are real people performing real social media activities outside of their own goals.
In other words, it’s not a network of spammy, worthless accounts. Some of the top social media users in the industry dwell on Empire Avenue and create missions to be done. As a result, players can be much more selective than in other similar networks. There’s no need to settle for a spammy retweet of a Forex website. Many of the players such as Zaibatsu, Chris Pirillo, and Louie Baur are known entities in the social media world with true clout (as well as Klout). They post quality missions that keep the need for spamming down to a minimum.
With social signals playing such a major role in both exposure as well as search rankings, marketers need to be on Empire Avenue. It’s a no-brainer.