How Consumers Use Social Networks

June 21st, 2007

Charlene Li

With contributors:

Cynthia N. Pflaum , Sarah Glass , Josh Bernoff

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.

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