Making your Brand ‘Facebook friendly’

Illuminas study highlights uniqueness of social networking and how Brands need to fit into ‘’the community’’

The remarkable success of social networking has attracted a great deal of attention in the marketing industry. But why has social networking been so uniquely successful? A recent study conducted by Illuminas traces its popularity to its ability to replicate group behaviour.

The qualitative study amongst regular users of networking sites aged 15 – 55 uncovered a variety of ways in which social networking amplifies and extends our need and capacity, most notably for group behaviour. Web 2.0 translates into an on online medium a range of social interactions that until now have been confined to small group situations.

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