'Online Social Networking (OSN) is an important method of interaction for consumers driven by the shift from mass media to social media. Harnessing this trend for marketing purposes is a relatively new phenomenon, especially in the consumer packaged goods (CPG) arena, where industry players have been slower to respond.'

This report examines the shift from mass media to social media. It explores the reasons behind the rising membership of online social networks and assesses the opportunities and challenges for marketers seeking to capitalize on the trend.

It is incorrect to assume that successful Online Social Networking (OSN) based marketing is only relevant for brands targeting younger consumers. Although they remain the core group driving the trend, the reality is that OSN is also relevant to a broad range of age cohorts.

Social media derived marketing needs to be engaging and not overly forced. Consumer packaged goods companies that would be especially well-advised to engage in the commercialization of social networking are those whose target market already feels a strong sense of engagement.

Obtain a detailed understanding of consumers' need to connect online and how this can be effectively leveraged commercially.

Structure effective marketing campaigns through social media using the latest evidence based insights.

Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes and best-practice marketing across the globe.