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Social Networking Pays Off for Brands

Apr 23, 2007  •  Post A Comment

With more than 70 percent of Americans between 15 and 34 actively using social networks, youth-centric brands are realizing a high return on investment in social networking campaigns. That’s the finding of a research study commissioned by MySpace and digital agency Isobar and conducted by market research firms TRU, TNS and Marketing Evolution. The partners released the findings this morning.

Brands such as Adidas and Electronic Arts claimed more than 70 percent of their marketing ROI on social network campaigns is due to the “pass along” or word-of-mouth effect of a brand within a social network.

The study also found that more than 40 percent of people who use social networks said they use them to learn about brands and products, and 28 percent said that at some point a friend has recommended a brand or product to them via social networks.

(Editor: Horowitz)