A staggering 68% of online branded communications in 2010 are associated with social networks; a staggering figure indeed, especially in comparison to just less than a third back in ’09, according to a study by ComBlu and covered by eMarketer.  From the 2010 numbers, Facebook is responsible for 23.1% of the online ad displaying market, accounting for no less than 297 billion display ad impressions (consequently ranked as the 1# online publisher this quarter) and completely validating the above statistics.

“Some of the biggest jumps were in availability of faceted search, inclusion of rich media content, integration with social media and the use of “fun” engagement tools…Newer best practices studied this year included share features (used by 61% of communities) and brand advocacy programs (used by just 20%).”

ComBlu’s report noted that marketers sustained a failure in fully utilizing brand advocacy programs – one of their biggest assets – but it did point out another victory for social networks and media for achieving and expanding their mainstream status.

Once there was a time without online advertising and promotion, but that time is over, and brands are required to adopt. Finding means of comfortable, quick and effective communications with customers is an absolute must for everyone looking to promote any brand whatsoever to the general public, as the growth of social networks and their massive recognition by the market gradually urged brands to do the same.

It’s interesting to see these stats, as Facebook continues to grow in users and brand marketing.  The more personal the social network becomes, the more it must attend to the privacy needs of its users.  With a number of platforms vying for access to consumers’ bank accounts, privacy will be a big sticking point and will detrmine the ultimate winners of this war.  Online brand communication will become more consumerized as it taps in to purchasing and spending behavior, and this is where privacy becomes a gateway to marketing gold mines.