Length: 13 pages For Interactive Marketing Professionals
Charlene Li June 21, 2007
How Consumers Use Social Networks
This is the first document in the "Social Networking" series.
by Charlene Li
with Josh Bernoff, Cynthia N. Pflaum, Sarah Glass

This is a document excerptEXECUTIVE SUMMARY

Social networking sites like MySpace and Facebook have seen tremendous growth over the past two years, attracting a young and engaged audience. Frequent users of these social networking sites not only engage in more activities and have a more positive attitude about these sites, but they are also far more interested in profiles from their favorite companies. Marketers interested in reaching their audiences on social networking sites should: 1) dispense with traditional Web marketing tactics, 2) encourage "friending," and 3) regularly refresh content.

TABLE OF CONTENTS

NOTES & RESOURCES

itemAdult And Youth Social Networking Users Differ

itemYouths Incorporate Social Networking Into Their Lives

itemSocial Networking Site Users Are Open To Marketer Profiles

recommendations

itemSocial Network Marketing Needs A New Slant

itemSupplemental Material

Forrester surveyed 5,197 adults for Forrester's NACTAS Q3 2006 Media & Marketing Online Survey and 5,062 youths for Forrester's NACTAS Q4 2006 Youth Media & Marketing and Finance Online Survey.

Related Research Documents

itemSocial Technographics

April 19, 2007

itemWhy You Should Care About Web Widgets

February 7, 2007

itemSocial Computing

February 13, 2006

itemProfiles: The Real Value Of Social Networks

July 15, 2004

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Analyst: Charlene Li
Technology: Customer Experience, Interactive Marketing, Marketing & Advertising, Social Computing & Web 2.0, Web Site Design
Industry: Consumer Portals & Search, Consumer Technology Adoption
Geography: North America
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Archived Teleconference:
Supporting And Embracing Customers With Social Technologies
Original air date: Thursday, June 05, 2008
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Ratings and Comments
Rating: 9 out of 10
based on 14 ratings across all roles.
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