One Reason Why Social Networks are Prime for Viral Transmission

A 52-week average of industry search terms by Hitwise produced the Top Ten Most-Searched-For Brands of 2006, with MySpace topping the list.

We all knew that MySpace and Social Networking in general was hugely popular, but this data can serve to put into perspective just how grand this revolution is. MySpace has beaten several prominent Web brands - some of which have been players since the start of the Web revolution.

In comparing the other brands in this top ten, there is an important similarity between them that serves to highlight the prominence of Social Networking sites as optimal hosts for viral content. If you take a look at the rest of the top ten, you see brands that deal mainly, or at least in a large part with, utility. Sure, some of the sites feed a recreational need as well, but only MySpace does this exclusively.

And why is this important? Because when a user is on MySpace, they are less purpose-driven and therefore less likely to pass by these ads. Additionally, they already in a capacity to easily pass on the viral message. Not needing to launch another application or page also makes them that much more likely to take the valuable step of passing on the viral message.

And you don't have to put it up on MySpace. As MediaPost points out, the smaller communities actually make up for their smaller number of users by providing more valuable ones with higher engagement levels.