Marketers And Social Networks

    March 12, 2007

JupiterResearch, a firm that provides information about the Internet and new technologies to businesses, has found that 48 percent of brand marketers will use social marketing tactics in the next year, compared to 38 percent who did so last year.

In a new report, "Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape", JupiterResearch defines social networking sites as Web sites for members to create and post content, in the form of profile pages, which allows users to communicate with one another.

“Users between 18 and 34 are much more likely than older audiences to visit social networks daily,” said Emily Riley, JupiterResearch Analyst and lead author of the report. “Thirty percent of frequent social networkers trust their peers’ opinions when making a major purchase decision, but only ten percent trust advertisements. Consequently, brand marketers must harness brand advocates and influentials by providing additional motivation for frequent networkers to engage in social marketing.”

As advertisers turn to social tactics there will be an increase in competition for attention on social sites among users who are involved in social activity with their peers. On top of engaging brand advocates to involve social netoworkers, brand marketers must focus on interests and activities that attract frequent networkers, and earn trust while getting a handle on social networking flow.

"As brand marketers increase their use of social tactics, they are competing not only among themselves but also with frequent networkers," said David Schatsky, President of JupiterKagan. "Brand marketers must not act on social tactics as a broad category but, instead, create unique campaigns for different sites."