Correspondence: Dick Stroud, E-mail: dick@20plus30.com

¹is a strategic marketer who is fascinated by new technologies. He is the founder of Internet Strategies, a consultancy that helps marketers to understand and use emerging technologies. He is also the MD of 20plus30, a marketing consultancy that helps clients exploit the business opportunities created by the ageing population. Dick's most recent interest is Web video. You can contact Dick at dick@20plus30.com and read his blogs at www.guerillavideo.co.uk and www.20plus30.com/blog.

Received 3 October 2007; Revised 3 October 2007.

Abstract

This paper discusses how Social networking has quickly matured to become relevant to all age groups and types of consumer. The paper explains the fundamentals of social networking, traces its origins and explains the reasons for its rise to prominence. The paper considers how this application is likely to develop and concludes by detailing the way marketers should react.