Users like branded personal pages

Social networking has become a more trusted advertising medium for many consumers. That is the word from a new study from Microsoft Digital Advertising Solutions and MetrixLab. The study indicates that branded personal pages are the best way to connect online.

by Kristina Knight

According to the study, 64% of social networking consumers trust information from friends and will visit other sites to confirm what they have read on a friendly site. About 43% of users have visited a brand's social site on MySpace, Bebo, Friendster or another social networking website.

Contrary to opinions that social networking will go downhill very fast in 2007, the study indicates that social networking is still a viable option for marketers wanting to reach a specific demographic. It shows more than 70% of Americans between the ages of 15 and 34 are currently participating in social networking activities.

The social networking ad spend is expected to reach $865 million in 2007; much of that money will go to advertising on MySpace ($525 million). Rivals Bebo, Facebook and Friendster will split the remaining $200 million. $95 million will be spent through portals like MSN Spaces and Yahoo 360 and $45 million will be spent on vertical and marketer-sponsored networks according to reports.