68-page marketing report (PDF) on social networking, commissioned by Fox Interactive Media, titled, “Never Ending Friending: A journey into social networking.” Main sections are:  The Insider’s View of the Evolving World of Social Networking;  The Momentum Effect: Creating Brand Value in the Social Networking Space; and  Implications for Brands and Agencies.

To quote:

The secret to activating the momentum effect appears to revolve around giving consumers the opportunity to share their own stories using the brand as a symbol and reference point.

Technorati Tags: Social Network , Social Media, Research