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A Journey into Social Networking
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A new 68-page report commissioned by Fox Interactive Media – Never Ending Friending: A Journey into Social Networking – explores topics such as an insider’s view of social networking, creating brand value in social networking communities, and implications for brands and agencies. Key findings of this market research study include:
- “Social networking sites…represent a fundamental shift in the way people interact with each other and with other media”
- “Adherents of social networking – utilize their preferred social-networking sites at all hours of the day and night”
- “The primary function of social networking sites and experiences is to enrich existing relationships.”
- “The social networking environment provides uniquely fertile terrain for brands to establish meaningful relationships”
- “MySpace is the most popular social networking destination”
- “Social networking users are not monolithic. In fact, they comprise a diverse range of ages, motivations, and interests”
- “SN marketing creates value both from B2C (Advertising) and C2C (the momentum effect).”
- “Adding in “the momentum effect” from the C2C aspect of SN Marketing pushes the total ROI well beyond the average ROI of other media”
- “Almost all the C2C value comes from seeing the brand within their social network. This pass along media impact is so strong that we term it the “momentum effect.”
- “The secret to activating the momentum effect appears to revolve around giving consumers the opportunity to share their own story using the brand as a symbol and reference point”
Via Micro Persuasion.
