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BW cover story on social networks

? Zinio and the prospects for digital magazines |


| AOL exec responds to anger... on someone else's blog ?

December 03, 2005

BW cover story on social networks

Stephen Baker

Take a look at Jessi Hempel's cover story, The MySpace Generation. She digs deep into a social network in Dallas, BuzzOven, and shows how marketers including Coke are hanging their hopes on these ephemera.

10:26 AM


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We had a great teen/college panel this weekend at BrainJams where we got to have a cross-generational conversation with 4 freshman from Stanford. The podcast of it is here

Posted by: Chris Heuer at December 5, 2005 12:44 AM

It was a good article overall. I do (selfishly yet honestly) think it was lazy reporting to write an article about this generation and fail to mention that LiveJournal (one of BW's own Top 3 Blogging Services) has been helping millions of teens create online/offline identities and express themselves for 6 years now.

Posted by: Kevin at December 7, 2005 07:45 PM

Social networking sites are still really in their infancy. Some sites are promising but most lack focus and try to do too many things, and end up doing none of them well. Sites are simply coming up with more features loaded with the latest technologies, which impress the geeks but only make the experience more complex for the rest of us.

The fundamental problem of these networks is that they are quite superficial. People are just wasting too much time connecting to people they never meet in real life. I see this whole scene heading towards more meaningful services and greater sophistication – not necessarily technological. The challenge is to make these networks more authentic. And the only way to do it is by blending the online and offline worlds – a term known as ‘blended social networking’.

The companies that are trying to market themselves through social networks are really the pioneers of the ‘social network marketing’ era. As people get away from mass media and towards a more personalized world, I see more companies doing it in the future. After all, the best way to connect with people is through the people they are connected with.

Posted by: Luv Sayal at December 9, 2005 07:38 AM

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