Online social networking is becoming entrenched in everyday life and is profoundly affecting how US consumers connect with family and friends, shop and interact with retailers and brands, and participate in political and humanitarian issues, according to a recent study from Euro RSCG Worldwide.

• Online social networking is enhancing rather than deteriorating, relationships among Americans
• 54% have met new people through electronic media
• Consumers are engaging in more multi-way exchanges of ideas and opinions among consumers and brands
• Consumers have increased their involvement in political and humanitarian issues
• 40%  agree that social groupings online can be truly social

Social media are now a vital consideration in any communications strategy in any country where digital media are accessible to citizens and consumers.