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Facebook applications and brands

March 18, 2008

Can the success of Facebook applications provide any help for brands seeking deeper relationships with consumers?

Shelly Farham has done some interesting research into the applications to determine what works and why.

“In reviewing the dominant types of applications, it is clear that most
of the applications are helping users achieve social goals such as
improved communication, learning about the self relative to others,
finding similar others, improving self-presentation, engaging in social
play, and engaging in social exchanges via gifts and media. Despite its
shifting demographics, Facebook is still very much a social arena in
the private, personal domain, not the professional domain.

There are some clear signposts here for brands if they want to play in this domain and beyond.

Net/Net- How can they provide tools that allow for social exchange, social learning and communication?

Posted by Ed Cotton

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