The anatomy of social networks

This article describes social networks, their growth and development, and the implications for marketing.

The anatomy of social networks

Caroline VogtInternational Research for Microsoft Digital Advertising Solutions

Stuart KnapmanEssential Research

The huge recent growth in 'personal web spaces', such as MySpace, Facebook and Windows Live Spaces is changing the very face of the internet. Media journalists are falling over themselves to write about the phenomenon, and researchers and marketers are thrilled and perplexed in equal measures by these vast networks of self-expression, sharing and connection.

The market is constantly evolving and is characterised by the frequent emergence of overnight sensations – from Bebo to Second Life. Furthermore, the market is defined...

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