Social networking is rapidly expanding;
Williamson (2009a) estimates that there was an
11 percent increase of people visiting social
networking sites between 2007 and 2008, with
"79.5 million people—41% of the U.S. Internet
user population" visiting the sites in 2008.
Furthermore, the trend will continue, and, by
2013, the number will increase to 52 percent.
According to an eMarketer (2008) study, nearly
six out of ten United States users now
communicate with businesses and believe that the
businesses must "interact with their consumers"
and "deepen the brand relationship" via online
social networking.