A study conducted on 3,000 US Internet users by MySpace and Isobar finds that campaigns taking place within social networks, 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 traditional advertising 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 social networking sites 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 social networks to connect with existing friends and 41% said they use the sites to connect with family members.

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

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