Learning to Work with Social Networks

A November article in Ad Age detailed efforts to use the connections between social network users. Paul Moore, director of insights at Yahoo!, found that targeting friends of a given sports fan led to more reach than targeting fans who did not know each other—even if the fan's friends did not identify an interest in sports themselves.

The fact that it is a new area also helps account for the wide range of marketers' reported social network usage: 16.9% of US marketers surveyed in May by PROMO magazine said they used social networks in their campaigns, compared with the 62% who said so in a July William Blair study.

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