Unveiling serious face of Facebook

Abstract

Facebook, MySpace, Twitter—these spark off associations of coolness, youth and perhaps constant socialisation. The world of social networking seems to have created an eternal excitement among both consumers and marketers. Along with the excitement comes the challenges of using this enigmatic medium. What are social networks? What is the psychology or sociology behind these? How would they be useful to marketers and advertisers? Would these be useful only for mega brands like Omega, Mecedez or Gucci or can they be applied to mundane offerings?