August 25, 2009

The Broad Reach Of Social Technologies

by Sean Corcoran

with Nate Elliott, Josh Bernoff, Cynthia N. Pflaum, Emily Bowen

Executive Summary (This is a document excerpt)

Social technologies continue to grow substantially in 2009. Now more than four in five US online adults use social media at least once a month, and half participate in social networks like Facebook. While young people continue to march toward almost universal adoption of social applications, the most rapid growth occurred among consumers 35 and older. This means the time to build social marketing applications is now. Interactive marketers should influence social network chatter, master social communication, and develop social assets — even if their customers are older.

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