***APOLOGIES FOR RECEIPT OF DUPLICATE POSTINGS***
Friends/
_Never Ending Friending: A Journey Into Social Networking_
(April
2007)
A Major-Major New Report on Social Networking commissioned
by Fox
Interactive Media:
_Introduction_
Depending on your vantage point, social networking
represents:
***A fad, especially among the young and tech-obsessed
***An unprecedented tool for keeping in touch with friends
and family
*** A disruptive, unscripted environment
***An unparalleled opportunity for brands and consumers to
make real
connections
***Some combination of all of the above ... and then some.
Interestingly, despite all the talk -- the water cooler
pronouncements,
the breathless media coverage, and the teenage conversations
you may
have overheard at home and in your communities -- social
networking
remains a relatively new and under-examined topic.
What's real? What's true? What works?
Nobody really knows.
In early 2007, MySpace aimed to change that. We embarked on
a
nationwide "listening tour," a series of
qualitative research sessions
among users of social networking sites. In concert, we
fielded a
groundbreaking quantitative study among a national sample of
social
networking users and non-users. Together, these two methods
aimed at
uncovering the myriad motivations, attitudes, and behaviors
that
underlie present growth of this exciting new arena and will
shape its
future in the days ahead.
We wanted the answers to questions such as:
- Are social networks merely a fun sideline to real life, or
do they
represent a fundamental change in the way people are
interacting with
each other, and with media at large?
- How much time and energy are users devoting to social
networking, and
to what end?
- How does social networking fit into the overall media
landscape and
into the online media landscape?
- What*s the primary function of social networks?
- What opportunities, if any, exist for brands to create
more
meaningful consumer connections within these social
networks?
- Where does MySpace fit within the category landscape?
- What role does MySpace play in consumers* everyday lives?
- What activities do users participate in while on social
networks?
- How do social networks generate value for brands?
- What are the right model and metrics to summarize and
manage any
brand value creation?
After listening to respondents, crunching numbers, and
working to
synthesize all this data into a singular narrative, we
happened upon a
simple phrase that we think best expresses the emerging new
world of
social networks: *never ending friending*. [snip]
In summary, we learned that social networking is a quantum
change in
how we interact - with each other, with bands and brands,
and with the
entire media landscape.
[snip]
Table of Contents
Chapter 1
The Insider*s View of the Evolving World of Social
Networking -
Consumer research by TNS & TRU
Chapter 2
The Momentum Effect: Creating Brand Value in the Social
Networking
Space - Advertising research by Marketing Evolution
Chapter 3
Implications for Brands and Agencies
Full Text Available Through
[
http://onlinesocialnetw
orks.blogspot.com/2007/08/never-ending-friending-journey-int
o.html
]
/Gerry
Gerry McKiernan
Associate Professor
Science and Technology Librarian
Iowa State University Library
Ames IA 5011
!!! Social Networking is People !!!
[ ht
tp://www.facebook.com/p/Gerry_McKiernan/16926735 ]
Iowa: Where the Tall Corn Flows and the (North)West Wind
Blows ...
[ http://al
ternativeenergyblogs.blogspot.com/ ]
____
2007 ASIS&T Annual Meeting
Joining Research and Practice: Social Computing
and Information Science,
October 19-24, in Milwaukee
Plenaries: Anthea Stratigos, Outsell (research and advisory
firm)
Clifford Lynch, Coalition for Networked Information
http://www.asis
.org/Conferences/AM07/
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