Brand loyalty and social networks

Brand loyalty doesn’t mean much for social networking sites, according to a study from Parks Associates, which found that many users alternate between the likes of MySpace and Facebook.

Half the users surveyed regularly use more than one social networking site, while one in six users have three or more accounts.

Fickle users and recent strides by Facebook to open its network, have cast doubt on the future importance of MySpace, which currently dominates a field in which rival Facebook has seen an explosion in registrations.

“MySpace is, by far, still the most popular social network,” Alex Burmaster of Nielsen told The Times. “However, if last month’s growth rates were to remain consistent, Facebook would catch MySpace in September.”

As the battle for social networking dominance heats up, both MySpace and Facebook are looking for ways to attract and, more importantly, keep users on their respective sites. Both firms have expanded relationships with developers to create user-pleasing applications.

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