Social networking downturn predicted

eMarketing lowers sector ad spend forecast, citing strategy confusion as cause
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Social networking sites such as Facebook, Bebo and Friendster may seem all the rage at the moment, but one marketing agency has revised its ad spending in the sector downwards amidst concerns that there is too much corporate confusion surrounding it.

TechRadar reports that eMarketing has lowered is annual social networking advertising spend by £127 million. The firm’s senior analyst Debra Aho Willianson stated: "Social-networking websites are still trying to figure out what sort of advertising works.

"Tapping into consumers' conversations and spreading brand awareness virally has proven more challenging than companies originally thought."

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