ad to friends

Download a summary of the report here

How should brands behave in social networks and what’s the opportunity if they get it right?

Social media has made such a phenomenal impact on the way we communicate it is hard to believe that the major social networking sites are only five years old. In this time they have attracted a diverse audience base across the globe – with everyone from celebrities, students and local community groups using them to connect with friends, family and like-minded individuals.

In the UK alone there are now 28 million people using social networks and as these figures continue to rise, social networks are also evolving into sophisticated platforms for brand engagement.

Online communities have rewritten the rules of social interaction and as such, brands must take a different approach when reaching these audiences. Social networking users are not averse to receiving advertising messages but there are clear rules of engagement to follow in “their space”. If done correctly, the returns on investment can be huge.

Jam, the social media unit of digital media group i-level, and MySpace, the world’s leading social portal, have been working with advertisers in this arena for several years. Since its launch as a separate division in March 2008, Jam has worked on a raft of campaigns targeting niche bloggers and using social media effectively and imaginatively for brands such as Berocca, Turner Broadcasting, Absolute Radio, Sony, Orange and Bayer.   

MySpace and Jam commissioned this research “Ad to Friends” to generate qualitative and quantitative data that would showcase the effectiveness of social media as a communication channel. For the first time the users of social networks have been asked what advertisers need to do to make the most impact and provide an insight in to what they consider acceptable, positive behaviour from brands.

This report offers detailed pointers for creating successful campaigns in this space, alongside guidance on how they should behave to gain the maximum results.  It also provides case studies which demonstrate the opportunities and return on investment brands can generate by using simple social media tools to boost brand awareness; develop a dedicated brand focus group or build a customised community.

Download a summary of the report here

To discuss the full version of the research please contact Alex Miller, Head of Jam