There is a lot of talk about how social media can be used for marketing. Knowing why people use it is essential to harnessing its power. Several recent studies that examined the social media explosion showed that it is mainly a new way to do the same old thing. People are social beings and when something like Facebook comes along, they’re really just presented with a new platform to socialize. Each user utilizes the platform differently just as people socialize differently. Either way, social media is helping people organize their interaction with the world. To market through this medium, brands must understand that this isn’t just another place to bombard with advertisements. It’s more of a place to befriend the customer.

The full story at Tom H.C. Anderson: http://www.tomhcanderson.com/2009/06/23/a-psychological-viewpoint-on-social-networks/