Can commercial messages seep deeper into social?

Users of social networking sites may be coming round to the idea of commercialization if the results of a recent American Marketing Association survey are considered.

by Helen Leggatt

In a survey of over 1,100 Internet consumers, the American Marketing Association (AMA) discovered that the idea of retailers being present on their social networking sites wasn’t as unacceptable to users as it might have been a few months ago.

The survey of Internet-representative adults over the age of 18 found that 85 percent of those aged 18-24 would visit a social networking site during the holiday season. Three-quarters of those aged 25-35 would also do so, and just a third of those aged over 65 would be visiting a social networking site.

Of the 50 percent or so that said they would be visiting a social networking site, almost half said that if they were able to download coupons or search for gift ideas they would do so.

Forty-five percent said they would visit a social networking site to find out about sales and product discounts, and 31 percent said that if there was an option to purchase products they would do so.

“We’re starting to see a new kind of commercialization of social-networking sites that didn’t exist even just a few months ago,” said Nancy Costopulos, CMO of the American Marketing Association. “Consumers are more welcoming now of the presence of retailers on these sites, but marketers have to bring more than just promotions, they have to create a way to connect and offer something that makes these shoppers feel special.”