Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – The paper finds that over the last few years social networking has established itself as the latest in a line of internet trends. Given the extraordinary growth in popularity of such networks, it was only a matter of time before people woke up to the commercial possibilities offered. Internet users in many countries are catching the networking bug. In the UK, for instance, 20 percent of all online visitors admit to regularly logging on to pioneering sites like Facebook, MySpace and Bebo among others. Such developments have not gone unnoticed among advertisers. As a result, many remain enthralled by the prospect of promoting their brands to an audience that continues to increase in numbers at a healthy rate. For networking platforms, the battle has therefore commenced. And the aim is to attract leading brand advertisers by developing appropriate strategies that will allow marketers to target their consumers more effectively. Originality/value – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.
Strategic Direction – Emerald Publishing
Published: Jun 20, 2008
Keywords: Social interaction; Networking; Advertising; Marketing strategy; Internet