Chapter in a Nutshell
Social Networks as a platform for your brand
Social networks such as Facebook or MySpace offer a way to market to Generation Y—people born between 1977 and 1995—a group that cannot be reached effectively by traditional media. Social networks also offer a solution to the problem of banner blindness: the more people use the Internet, the more they learn to ignore everything that looks like advertising. A brand profile on a social network website is not seen as a boring advertisement, and it’s able to attract people’s attention.
Social networks are not useful for every brand. They work best for products aimed at a fairly broad user group. The product should inspire emotions such as empathy and desire, and should stand for ...
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