For Interactive Marketing Professionals

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	June 11, 2007 Europeans Have Adopted Social Computing Differently Start Here To Align Your Social Media Activities With Your Markets by Mary Beth Kemp with Jaap Favier, Josh Bernoff, Michèle Bouquet, Olesia Klevchuk	Average: 10  (4 ratings)

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Executive Summary

European consumers haven't adopted Social Computing equally. Different stages of Internet adoption, varying access speeds, and cultural differences help create a unique profile for each nation. Interactive marketers devising European Social Computing strategies need to address these differences by concentrating specific Social Computing activities in those countries where consumers practice them the most.

TABLE OF CONTENTS

• Not All Europeans Have The Same Social Skills
• The Internet Will Not Be A Social Computing Melting Pot

RECOMMENDATIONS

• Fit Marketing To Countries' Social Media Habits
• Supplemental Material
• Related Research Documents

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