Friday, June 11, 2010

Reaching Teen Influencers with Social Messages

eMarketer estimates about 80% of US teen Internet users visit social networking sites at least monthly, but it may seem difficult for marketers to reach them there when they’ve signed on mainly to chat with their friends and post personal updates.


A May 2010 survey by myYearbook and Ketchum looked at the power of teen influencers and how brands can influence them in turn. About 10,000 myYearbook users were surveyed, with the top 15% most active and engaged members defined as influencers.


myYearbook is the most-visited Website by teens, according to comScore, and Quantcast data shows its users skew female—not unusual for teen social sites—and white.


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