If we wanted to exaggerate a bit, we’d say that amongst marketers, it looks like something out of Star Wars, but where they wish each other “May the online be with you.” Nobody underestimates the importance of the online environment today. Let’s look for example at such events as the death of Michael Jackson, or the French airbus crashing into the Atlantic. In the latter case, the social-networking channels became the fastest source of information about the fact that something’s gone wrong, whereas in the former case, the entire Internet transformed into one big wailing wall over the loss of the (former) king of pop.

People’s average minutes “tangled up” in the web online are growing and growing. The average Czech user then spends 31 hours, 55 minutes and 27 seconds on the Internet each month (source: data from January 2009, Mediaresearch). The average Czech time on-line has grown by five hours over last year, so it looks like we still have something to look forward to. In campaigns abroad, the trend is to engage community-social-networking websites (Facebook, Twitter) or blogospheres. We’re actively feeling our way around this space here in the CR, but for example, Twitter is still flying right by us. How are social networks interesting for marketers?

In part it is because “it’s simply working” and it would be silly to miss out, and in part a because of one simple fact – we’re dealing with people. Webblogs, Facebook profiles and Twitter messages are personal, so their readers relate to them easier than to a unified page of some comfy slipper manufacturer from Upper Downlandia. Which information has greater value for you, and is cooler? When you read on that company website that “these slippers really are the best”, or when you check out your buddy’s profile and his/her latest messages says “I bought these comfy slippers and man, they really are the best”?

Marketers see great strength in just these on-line reviews and product evaluations from its satisfied users. It makes sense, the Internet is a well of knowledge, into which every dips their bucket when they have the slightest hesitation about something. And when you hesitate plenty in a number of categories when buying something, why not seek out advice? Where’s the problem? Already in our WOMonitor, which mapped Word of Mouth on the Czech market in 2007, we confirmed that personal recommendations given face to face influence us the most when deciding whether to make the purchase. And the best ones are from our family, relatives and friends. In the WOMonitor, 80% of Czechs attributed influence to their friends, and 73% to family members.

The American consultation company Rubicon performed research among American Internet users over the age of 13, where personal recommendation blew away the world of Internet commentaries, printed media or reviews on specialized websites. “It’s interesting to find that as much time as we spend online, we still prefer a personal recommendation from someone we know and trust. Young adults are somewhat more likely to turn to the internet for advice and referrals, but even they listen to their peers first,” says Chris Haack, senior analyst of the company Mintel, drawing from the research by Rubicon.

How does your brand do in the social surroundings of your customers? Have you ever tried to find out?