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Recently, AOL paid $850 million in cash to acquire Bebo, a social networking site.
Bebo is a distant third to MySpace and Facebook in the US. Bebo's traffic levels are only a fraction of those seen at MySpace and Facebook.
Bebo had 22.4 million unique visitors worldwide in January, compared to 109.3 million for MySpace and 100.7 million for Facebook.
Facebook changed over 300% in one year, Bebo 76% and Facebook almost steady with just a 15% increase.
Bebo has been quietly innovative in areas of online marketing that are just now starting to get attention. It is a pioneer of widget marketing, having partnered with prominent widget developers in December 2006, five months before Facebook opened up its platform.
Bebo also hosts KateModern, an online video hit. The site is developing other short-form online video content, along with unique ways of integrating marketers into the video storyline.
Another plus for Bebo: Bebo users spend more time on the site than those at Facebook or MySpace – 18 minutes more on average compared to Facebook, and over an hour more than the average user on MySpace.
Social networks are bringing people together in ways that were previously impossible. For marketers, it is also clear that social networks provide powerful branding solutions, taking online advertising beyond banners and clickthroughs into endeavors such as community building and customer interaction. Bebo is excellent for them.