The Truth About Profiting from Social Networking

Chapter 23. If you don’t “get” social networking, your campaign won’t work

To create a social networking campaign that really generates results, you have to understand what makes social networking work in terms of human interaction and motivation. Too many people focus on—or are scared away by—the technology that’s behind social networking. Or they maintain the erroneous perception that social networking and Web 2.0 are fads, targeting only the young or tech-savvy. Perpetuating misconceptions like these can hurt your bottom line.

Social networking and the collaborative web are moving mainstream at a fast pace. With nearly half the U.S. adult population predicted to participate in some form of social networking within the next three years, its popularity ...