There has been a rush by brands in the last 24 months to embrace Facebook as the primary destination to connect with their consumers. The belief has been that consumers with their ever increasing network of friends represented an opportunity to disseminate their message in a cost effective manner. Recently however there have been a number of research reports indicating a decline across the board of engagement levels on social networking sites around the globe. This decline is concentrated in the key 18-29 YO demographic or post college but younger than 30 age set. This document will try to shed some light on:
What are the actual social networking trends?
Are their basic human drivers behind these trends?
What are the technological drivers enabling these human drivers?
What are the implications for brands and agencies?
How do we exploit these changes on behalf of clients?