Traditional marketing tactics, such as run-of-site advertising and static microsites, won’t get a marketer’s message across on social networking sites, according to a new report from Forrester Research Inc.
Marketers that approach social networks as a traditional marketing channel will miss the boat, Forrester says. “Instead, to realize the full value of marketing on social network sites, marketers should be prepared to engage in a personal relationship with users by providing something of value,” according to the report, “Marketing On Social Networking Sites.”
The biggest impact on marketing results comes when social networking site users incorporate a downloadable element—such as Adidas wallpaper or badge—into their own profile pages, Forrester says. “On those user pages, these brand elements take on a life of their own because users provide context and meaning for the brand: A user’s friends see it, download it themselves, or tell others about it,” the report says.
Forrester also found that across all age groups social network site users visit MySpace more frequently than any other site. 55% of teenagers reported they visit MySpace daily, versus 37% of adults and 56% of young adults. Facebook is the second most popular social networking site, followed by Friendster and LinkedIn.
Among adult social network users, 52.9% are males and the mean age is 37 years, Forrester says. They have an average household income of $63,390. 33% say they are natural leaders and 50% say they often tell friends about products that interest them.
Among youth social network users, 46% are males and the mean age is 18. 51% read blogs weekly or more often. 48% say they are natural leaders, and 67% say they often tell friends about products that interest them, according to the report.
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