Trendwatch

Social Networking a Must!

If you haven't adapted social networking capabilities to your agency's web site, take note: At least one in four Americans has a profile on a social networking site such as MySpace or Facebook, according to a Zogby/463 Internet Attitudes Poll. Among 18- to 24-year-olds, it's almost mandatory: 78 percent of them report having profiles. More Democrats than Republicans have a social networking presence (32 percent to 22 percent). But few Americans say it plays a large role in their personal identity. Only 14 percent say the Internet is an important part of what they consider their identity; 68 percent responded that it's just how they identify themselves online, it's not who they are. Meanwhile, the survey also found that 24 percent of Americans said the Internet could serve as a replacement for a significant other, but that's another story.