For Interactive Marketing Professionals

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	July 5, 2007 (updated September 17, 2007) Marketing On Social Networking Sites by Charlene Li with Josh Bernoff, Katheryn A. Feffer, Cynthia N. Pflaum	Average: 8  (2 ratings)

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Executive Summary

Social networking sites (SNSes) like MySpace.com and Facebook attract large numbers of mostly young users who are eager to engage with their favorite brands. But most marketers use traditional marketing tactics like run-of-site advertising and static microsites to push messages into these networks. Instead, to realize the full value of marketing on SNSes, marketers should be prepared to engage in a personal relationship with users by providing something of value. Promotions are good in this context, but even better are information or brand elements that users can pass on to their friends.

TABLE OF CONTENTS

• Social Networking Site Users Represent A Huge, Attractive Audience
• Users Who Co-Opt And Pass On Brands Create The Marketing Value Of SNSes
• Successful Social Networking Marketing Requires Engagement

RECOMMENDATIONS

• Ditch The Marketing Tactics — This Is About Building Trusting Relationships
• Supplemental Material
• Related Research Documents

This is an excerpt

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