Emarketer

Check out these latest stats from eMarketer (link).  As marketers it sometimes feels like we are chasing the latest fad only to be dazzled by the latest-latest fad.  And I think for many of us “Social Networking” is just the latest shiny thing.  For those that do feel that way it’s time to wake up.  Social Networking is not a fade to gloss over.  The numbers tell the tale.  If you’re not geared up to leverage this communication channel than move aside.

Thoughts:

• Social Networking on the internet is NOT NEW!  Social Networking has always been the fuel that grew this beast.  Email, Newsgroups, Message Boards, Chat, Forums, Homepages, Web rings, File sharing, the list goes on and on were all forms of SocNet that has now become main stream.
• Now is the time to build your permission based marketing channel.  Email is dead.  You need to be channeling your consumers through a process that builds up your Facebook and Twitter lists.  It’s not “sexy” but it is a list of consumers that want to hear from you!
• How do you measure SocNet?  There is only one measurement — cash.  Your SocNet campaigns need to drive incremental sales by driving traffic to retail and earning additional merchandising space.  SocNet can do that through creative campaigns that leverage your retail partners exclusive assets.
• Access to information provided by your peers will continue to permeate  into every medium.  How will your product stand up against instant user feedback available to anyone during the purchase decision.

Where Who Is

Here’s another great data point from eMarketer (link):

Gen Z = 13 to 14

Gen Y = 15 to 29

Gen X = 30 to 44

So this is saying of the Gen Y’s that use Soc Net sites 65% of them use Facebook.