FORUM - How to use Facebook in your market research

Although social networking sites such as Facebook are increasingly being regarded as an interesting source of information, there are no specific techniques that adequately address the specific nature of social media.

FORUM – How to use Facebook in your market research

Jordi Casteleyn, André Mottart and Kris RuttenGhent University


Until 2007, the term social networking site seemed to be synonymous with MySpace. Its popularity was exemplified by the 109 million visitors per month, more than twice the number of Facebook visitors. But the times they are a-changin'. In May 2008, Facebook had, for the first time, a higher number of visitors than MySpace (Dumon 2008). Wikipedia (2008) offers a good description of what Facebook actually is: 'Users can join networks organized by city, workplace, school,...

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