Social Networking Sites (SNS) have attracted a huge amount of money, both from venture capital and more established corporate budgets, especially from the media industry. The primary Internet business model for content and social media services is advertising so for us marketers wanting to get the best outcomes for our clients; we must recognize and leverage evolving online user behaviors of these sites – both in terms of audience demographics, depth of engagement and location of discussion.
In this post, I want to highlight the last point about 'location of discussion'. Over the past year or so, I am seeing changes occur in the way our youth interact and engage online (Note: this trend also is crossing into an older demographic but at this time is most youth related). For this group, I have used the term the 'buzz generation'. A group of online users that play out their life stories online and develop deep internet only 'relationships'... I think many of use would be surprised at opinions and views of the youth when asking about the level of trust that is 'given' to anomalous online friends and how this level of trust equates to changes in views, ideas and even buying/purchasing choices.
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