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  1 

Understand consumers’ motivations for using social networks. Ads will be 

most effective if they are consistent with the typical life stage of networkers or the 

topics that are being discussed.

  2 

Express yourself as a brand. Use the web to show the unique essence of your 

brand, but think about how to express a side of the brand that it is not normally seen.

  3 

Create and maintain good conversations. Advertisers who engage in discus‑

sions are more likely to resonate with the audience, but once conversations are 

started they must be followed through.

  4 

Empower participants. Social network users use their space and blogs to express 

themselves. Providing content or widgets to associate themselves with a brand 

may be appealing.

  5