Social Marketing

Forbes:

Social networking sites connect tens of millions of cybersurfers. Naturally, marketers want to capitalize on the phenomenon with their own virtual neighborhoods.

When Debra Cowell decided recently to organize a group cruise to Mexico, she stumbled across a new Web site hosted by Carnival Cruise Lines. On CarnivalConnections.com Cowell, 47, planned a seven-day excursion and sent e-mail invitations to 20 friends in ten states. Some of those folks then forwarded the information to other pals. So far two dozen people say they will shell out at least $750 each to join Cowell’s floating party, slated for next March. Cowell, an aircraft-production control clerk in Fort Wainwright, Alaska, keeps track of her chums and their travel plans through the Carnival site.