Depending on your vantage point, social networking means something completely different — a fad, a tool, a disruption, an opportunity or some combination of them all.
In 2007, MySpace, the second largest online social network in the world, embarked on a nationwide “listening tour” to further define the phenomena. The tour itself was comprised of a series of qualitative research sessions with users of social networks. Then, as a compliment to the tour, MySpace also fielded a quantitative study with a national sample of social networking users and non-users.
Together these two methods uncovered a myriad of motivations, attitudes and behaviors that were presented through a book and at an exclusive private event in Beverly Hills.
The effort itself was named “Never Ending Friending” and AREA 17 was hired to develop the visual identity and design the book and all the print materials for the event.
The project was sponsored by MySpace, however the findings were meant to go beyond their website and speak about social networking in general. In developing the visual identity, we wanted to focus on the ideas of “friending” and “infinity” — going beyond the MySpace brand, but still echoing its important influence.
The event had a successful turnout from many of the top marketing executives in the United States and the findings themselves have received buzz and praise as it is the first real in-depth research on the subject.
If you are interested in the research findings, download the book as a PDF.