Social networking/sharing has become an important way to connect with people today. Social Networking Sites (SNS), like Facebook, Twitter and LinkedIn, have changed the way people interact with each other. However, it remains that many of the marketers have not realized the potential of this medium. This article examines the scope of SNS for marketing communications.

The single largest phenomenon about youth is that they network; a positive manifestation of the technological developments. Digital communication is also rapidly altering the ways in which organizations communicate with their target audience. SNSs connect customers based on data about them stored in user profiles. By monitoring and reviewing the customer profiles and also the information and experiences shared by the users with other users, marketers can track consumers' opinions and develop consumer insights. As there is an increase in the number of people visiting SNS for information, it is quite possible that in the future more investments would be made in this medium.

Companies like Virgin Mobile and Samsung have strengthened their viral marketing activities by using this medium. According to Prasad Narasimhan, Chief Marketing Officer, Virgin Mobile, "The single largest phenomenon about the youth is that they network. The popularity of social networking sites is a symptom of this. They do this to create possibilities for themselves. And we have positioned our brand on this insight. Our pivotal differentiator revolves around helping young people network better." As much as 80% of Virgin Mobile's customers are below 30. The fetish to network is apparent in usage patterns: the youth, according to estimates of the telecom industry, spend about Rs. 500 a month on mobile phones, which is higher than the national average. They use the SMS facility three times more than the average person, and their long-distance calls last 20-30% longer than others. They use it as an alarm first thing in the morning!

Most companies are still trying to understand how to incorporate the digital social media in their marketing plans. How to get a brand message in side? Is it intrusive? Do youngsters expect advertisements on these sites? While most companies grapple with these issues, the smarter ones have already done that. Samsung, for instance, late last year launched the Corby range of mobile phones targeted at the youth, which comes preloaded with popular social networking sites.

Advertising Express Magazine, Social Sharing, Social Networking, Digital Communication, Technological Developments, Viral Marketing, Telecom Industry, Social Networking Sites, Search Engine Optimization, Social Media, Microblogging Sites, Decision Making Process, Communication Strategies, Corporate Goals.