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For B2C Marketing Professionals

Marketing On Social Networking Sites

July 5, 2007


  • By Charlene Li
  • with Josh Bernoff,
  • Katheryn A. Feffer,
  • Cynthia N. Pflaum

Why Read This Report

Social networking sites (SNSes) like 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.

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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

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