UK Social Networking Research from Hitwise

Robin Goad from Hitwise and Tony Mooney from Experian Integrated Marketing have penned a great report which they’ve kindly let me let you download from here:

 “The Impact of Social Networking in the UK.”

The promotional blurb says:

“This White Paper looks in detail at the key social networking learnings from 2007, the trends that are most likely to play out in 2008, and the critical areas that brands need to consider when developing their social media marketing strategies.”

The report is in two sections. The first sets the scene outlining the landscape, and then follows up with some recommended strategies for 2008.

Interesting points to note:

Online email services were overtaken by social networking activity in the last quarter of 2007.

Social networking is not all about the KIDZ!

There’s also an interesting case study for brands about the British Legion which demonstrates how social apps can increase and enhance brand awareness.

So what does 2008 hold:

“Social networks will become the dominant channel for viral marketing campaigns.”

“Social networks will become the primary arena for highly targeted marketing and advertising campaigns.”

“Consumer power will manifest itself through social networks.”

All pretty bold statements that come with plenty of caveats, but food for thought nevertheless…