Crack the Crunch with the Crunch Breaker

Social networking – ‘Welcome to the world of timewasting’… (part one)

August 11, 2009

Over the past 3 years, social networking sites have gained hundreds of millions of users. They have become the operating system teens and twenty-somethings use to run their lives.

1. Social netorking sites let them check out friends of friends; the source of most people’s dates.

2. It tells them when those friends of friends are in relationships or not. SO THEY KNOW EXACTLY WHEN TO HIT ON THEM.

3. Many teens struggle with email because email demands grammar whereas their vocabulary extends to words such as ‘hey’ and ‘whatever’. Social networking allows them to connect without writing prose.

4. Social networking lets young men check out their best mate’s biggest secret – their attractive younger sister. In her bikini.

5. It builds village like communities within cities, schools and companies.

6. Microblogging features on sites like Twitter.com, letting each other know of their every move.

7. Social networking lets them effortlessly share last night’s photos with friends. And to point out whose tongue was down whose throat.. Professional social sites like LinkedIn.com offer jobs, forums and references.

SOCIAL NETWORKING HAS BECOME THE KILLER APP FOR THE WORLD WIDE WEB

BUT MARKETERS STRUGGLE TO USE IT. When they do, they do so clumsily, using broad demographics to place marketing materials all over the site. Social networkers may tolerate dumb advertising on TV but when it appears on their ’space’ they move on. This is why people migrated from MySpace to Facebook.

And Facebook too is now surrendering to commercial imperatives, as ads from credit reference agencies start to appear on Facebood feeds.

PART TWO on how to get it right to follow……

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