The Guardian ran a technology article on 4th April that said businesses needed to engage customers and consumers via social media, including social networking sites and blogs. The thrust of the article was about engaging with consumers and entering into a dialogue with them, rather than the mono-directional approach from traditional media.
Companies targeting teenagers and generation X consumers would do well to look at the demographics surrounding social networking. A Pew Internet report said that “such sites have rocketed from a niche activity into a phenomenon that engages tens of millions of internet users. More than half (55%) of all online American youths ages 12-17 use online social networking sites”. Even the conservative Economist magazine says social networking sites are not just for teenagers, even if only for professional networking and recruitment. Forrester Group research found some 17% of the European online population are on social network sites while 34% from the UK are members of social networking sites.
The social network space is something that can ill afford to be ignored.