Half of US online adults are “Joiners,” people who interact with social networks at least once a month, according to Forrester Research.
Very few are decreasing the amount of time they spend on these networks, Forrester says inThe Rising Potential Of Social Network Sites (Premium). Among this
group, 78% are on Facebook, 51% are on MySpace, and 16% are on LinkedIn.
Based on consumers’ level of participation in social networks and the persuasiveness of those engaged, nearly every brand should develop a social network strategy.
- More than three-quarters of Joiners visit Facebook regularly, but LinkedIn members are the most affluent.
- Social networks are an ideal way to spark word of mouth, since Joiners are more likely to spread product opinions and counsel friends and family before they make a purchase.
- While Facebook dominates this space, MySpace is still effective for entertainment brands, and LinkedIn can help you reach high-income professionals.
- Interactive marketers should check out and connect with existing fan pages and groups before launching their own.
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