Editorial: Testing new ground.(Editorial)

It is no big secret that good companies evolve and that they constantly need to try new routes to market if they are to thrive or even survive. The trick is knowing what direction to take when plotting a new course as a marketer.

One of the more confusing paths for firms trying to adapt to the digital age is using online social networks. These can be particularly tricky for brands as they can lose control over how they are discussed and they can be resented for trying to intrude into an area of the web that people view as a personal space.

As big companies hesitate slightly over whether to enter the social network fray, the operators of the major sites and the online giant that facilitates web advertising - Google - have stepped forward in an effort to make it easier for them to forge ahead.

Facebook and MySpace, two of the biggest sites, are providing new ways for companies to reach their users. Meanwhile, most of the big players other than Facebook have signed up to use a Google technology platform that they expect to reduce the cost of advertising. (See news, page 5)

But marketers must tread carefully, as the potential for a backlash ...