JupiterResearch has found that 48 percent of brand marketers plan to use social marketing tactics in the next year, compared to 38 percent who did so last year. To capitalize on social marketing, marketers must harness brand advocates to penetrate social networking sites. JupiterResearch defines social networking sites as Websites designed for members to create and post content, usually in the form of profile pages, primarily in order to communicate with each other. Report and related podcast.

“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."

Advertiser adoption of social tactics will increase competition for attention on social sites among users who are engaged in intense social activity with their peers. In addition to engaging brand advocates to involve social networkers, brand marketers must target interests and activities that attract frequent networkers, and earn trust by mastering 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.”

About the market research report

The JupiterResearch report, "Social Networking Sites - Defining Advertising Opportunities in a Competitive Landscape" (March 2007) by Emily Riley, finds advertisers are clamoring to engage people on social networking sites in hopes of generating viral brand awareness and affinity. The report answers questions such as: Who are the heavy users of social networking sites and how influential are they over their peers? What obstacles will marketers have to overcome when advertising on social networking sites? How can marketers capitalize on social networker behavior? Case studies include: "Nightmare Before Christmas 3-D Creates MySpace Profile to Increase Awareness of DVD Release". See link below.

Also available for download: a related JupiterResearch podcast about marketing on social networking sites. Download at http://podcasts.jupiterresearch.com.

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