| TABLE OF CONTENTS Executive Summary Introduction Part I: Who Uses Social Media? Teens, Tweens Increasingly Creating Their Own Brands Social Networks In Flux: Demographics Shift, Marketing Applications Continually Evolving Tweens Search For YouTube Exhibit 1.1: Top Search Terms Among Tweens, Feb-June 2009 Teens Online, And Connected Teens Regularly Refresh Site Links Exhibit 1.2: Frequency Teens Visit Select Websites, Per Day Virtual Worlds Must Be Fun Teens Spend Four Hours A Day On Social Sites Exhibit 1.3: Adoption Rates Of Social Networking Sites How Teens' Online Activities Differ From Their Parents' Assumptions Exhibit 1.4: Things Teens Have Done Online Versus What Their Parents Think They Have Done Twitter Still Emerging With Gen Y Twitter Still Not As Popular As Social Sites Exhibit 1.5: Reasons Twitter Members 18 And Over Access The Site, 2009 Exhibit 1.6: Why Users Are Motivated To Visit Twitter, 2009 Twitter Users Are Active Music Consumers Exhibit 1.7: Music Consumption Of Twitter Users Vs. Non-Twitter Users, 2009 Part 2: How Brands, Marketers Are Using Social Media Youth Marketers Need To Respect Boundaries, Combine Offline/Online Elements, And Venture Out To The Edge Marketeres Turn To Web 2.0 Tactics To Woo Young Women; But Not All Technology Is A Draw For Female Consumers Social Media Proclaims Love For Fox’s 'Beth Cooper' MySpace Still In Fashion For Uni’s 'Bruno' Growing Properties Across Multiple Media Platforms Enables Licensors To Broaden Their Reach Fox Feeds Tweets Into 'Dollhouse' Banner Ads Mike And Ike Back Jordin Sparks, Fight Childhood Cancer Brands Re-Evaluate Virtual Worlds As They Shift Expectations And Redefine Metrics For Success Part 3: Select Youth-Skewing Brands And Their Social Media Links, Or Lack Thereof Exhibit 3.1: Brands And Their Social Media Links, 2009 | 
The Licensing Letter
