For Interactive Marketing Professionals

Primary Analyst Photo	Document Information	Rate this Document
	June 21, 2007 How Consumers Use Social Networks by Charlene Li with Josh Bernoff, Cynthia N. Pflaum, Sarah Glass	Average: 8  (19 ratings)

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Executive 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

• Adult And Youth Social Networking Users Differ
• Social Networking Site Users Are Open To Marketer Profiles

RECOMMENDATIONS

• Social Network Marketing Needs A New Slant
• Supplemental Material
• Related Research Documents

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