Never Ending Friending

A Journey into Social Networking

Beverly Hills, April 25, 2007 — Depending on your vantage point, social networking means something completely different - a fad, tool, disruption, opportunity or some combination of them all. In 2007, MySpace embarked on a nationwide "listening tour" in order to create qualitative research among users of social networks. Additionally, they fielded a quantitative study among 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 its brand identity. We also designed the book itself and all the print materials for the event. The event had a successful turnout from many of the top marketing executives in the United States and the findings themselves have received much buzz and praise as it is the first real and indepth research on the subject.

If you are interested, download the PDF of the NEF book.