Social targeting is quickly becoming a benchmark with advertisers and publishers… not because it is a key to the golden gates of marketing 101, but because online consumers are adopting search behaviors to understand where they will find like-minded people. This adoption curve is creating thriving and multiplying social circles that are interconnected on the basis of common interest.
In morning networking sessions with James Sun, CEO and Founder of the Zoodango professional social network, James commented on several similar ideas regarding how social networks are becoming a common tool that enables networking to occur across generational gaps, between X and Y, from Baby Boomer to Digital Generation. The effect of online social networking is very clear: it enables people to find commonalities between each other.
As specialists who track these social networks, it has been very enlightening to watch communities cultivate and evolve over the past months. For industries that do not currently have social communities online, larger more general communities are spinning off into smaller more focused clusters.
This phenomenon (which sometimes defies logical thought) is radically transforming for individuals. Properly established networks allow for intellectual property and social information to be exchanged at amazing speeds, creating an environment where the creative power of a whole community can accomplish feats that are far beyond any of it’s individual members capacities.
These feats include fundamental changes to the tipping point and long-tail attributes of the industries they interact with. With a charismatic leader or visionary navigator, they can do anything from destabilize the market rate of products to dominate the search engines.
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