The times they are a-changing

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Social networking is the buzz phrase when speaking of the new Internet age. Whereas the Internet was used hitherto for obtaining information or passing it on to others, in the new Web 2.0 more and more online communities are being created, mostly composed of users interested in a certain topic. The majority of Internet users surf suitable portals primarily in connection with their hobbies. They can then exchange and gather information and report news to their heart?s content in discussion groups. Other examples of social networking include portals for tracking down old school pals, for example, or exchanging news and views in professional groupings etc. Underestimated growth market This year, around 58 per cent (2007: 36 per cent) of Internet users worldwide have put their personal profile on a social network: 41 per cent in Germany (2007: 19 per cent), 43 per cent in the USA (2007: 40 per cent) and an impressive 74 per cent in Russia (2007: 42 per cent). 63 per cent of users are involved in photo communities and 83 per cent of Internet users watch videos on YouTube, for example. A large number of companies use video portals of this kind for brand advertising. Internet experts have found that 6.5 per cent of the worldwide Internet traffic is used for social networks. This includes the 55 per cent of all Americans and half of all Germans between the ages of 12 and 17 who use social networks. Online diaries, so-called blogs, in which the respective author talks about him/herself or a particular activity, for example, usually extending over a fairly long period, are especially popular ? above all with expatriates, who use them to record what?s happening in their lives in a simple manner. 77 per cent of Internet users globally read blogs (2007: 66 per cent). In Germany the figure is 55 per cent (2007: 15 per cent) and in the USA it is 60 per cent (2007: 61 per cent). South Koreans are the world?s most avid readers of blogs with approx. 92 per cent (2007: 91 per cent). Extensive opportunities For manufacturers of consumer goods, social networking presents entirely new challenges in terms of marketing. Current studies have shown that social networks are a central market place for brand recommendations. Consumers want to experience dialogue, interaction and authenticity, i.e. individual and personal communication. The company involved addresses its target group at the latter?s level. Internet experts see great…