"Explosive" desire for social content

Consumers have an "explosive" interest in the new trend for social applications and content, an expert has stated.

Former Yahoo! behavioural targeting expert Richard Frankel made his comments following his appointment to the role of chief operating officer for advertising delivery firm SocialMedia Networks.

He said there is currently an "unprecedented" amount of consumer focus on social media and networking sites.

"In this medium SocialMedia Networks has a unique opportunity to create a new consumer engagement paradigm for advertisers," Mr Frankel asserted.

Seth Goldstein, chief executive officer and co-founder of the company, said the appointment will help with the business' growth.

Last month, SocialMedia Networks explored via its blog the various ways in which companies are experimenting with social networking.

It offered examples such as Miramax sponsoring third-party Facebook applications to promote films, sponsoring relevant and popular widgets such as the Cities I've Visited tool and exploring social advertising.

One global firm has scrapped its intranet in favour of Facebook, it reported.