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A study conducted on 3,000 US users by MySpace and Isobar finds that campaigns taking place within , while difficult to quantify, do in fact deliver value for marketers.

They came up with a metric known as: “Momentum Effect” to measure the quantify the impact of a brand within a social network beyond impressions to encompass the viral power of consumer-to-consumer communication.

Isobar states that Adidas and Electronic Arts attributed more than 70% of their marketing return on investment to the Momentum Effect.

The new study also found that more than 40% of all social networkers said they use to learn more about brands or products that they like, and 28% said at some point a friend has recommended a brand or product to them.

69% said they use to connect with existing friends and 41% said they use the sites to connect with family members.

Online Dating with MySpace and Facebook

Brands need to understand the needs of users visiting a website. Though the report brings a little clarity, I would love to see some research on gender ratios, behaviour of opposite sexes on a website, how many people created valuable info on brands etc.

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