We really don’t know exactly where the usage of social networking is going with regard to business-to-business advertising. We do know that it has great potential. The best opportunities right now seem to be offered by user groups. There are some websites that are designed specifically to allow individuals of common interest to interact online.
User or online communities is another way of classifying this phenomenon. People seem to be going to places online where they can have meaningful exchanges of information. Facebook and MySpace were early forms of this medium but many other community networks have been set up as well. Often communities are also linked to the more common social networks such as Facebook, MySpace, or LinkedIn. Using these online engines is a way to attract more interested users to the community. Often, the communities exist within Facebook or the other standard engines.
How do you use these for marketing purposes? Again, find out where your audience goes online for community purposes and become a part of that. Forums and blogs are places where ideas and information can be exchange