One important thing to understand is precisely who uses social networking sites, as it varies from country to country. The audience on Facebook skews toward a very young audience, with less representation in the older groups. These young adults are on the site to stay in contact with friends, play games and make plans with friends in the area. The advertising tends to be consumer brands oriented toward this demographic set, with very little being offered from the likes of banking or insurance.

Facebook ages from Quantcast

Nasza-Klasa ages from Quantcast

On the other hand, the Nasza-Klasa audience is coming from a very different background. The user distribution, while weighted toward younger kids, is spread out much more evenly than Facebook's. Accordingly, the site draws interest from slightly more utilitarian brands, such as Insurance.com or financial institutions. There is a whole section of the site devoted to banking offers. Savvy brand managers will not only research the current metrics of the social networking site they are targeting, but will also try to understand where the users are and what is driving them to the application. By understanding who is coming to the site, brands can identify and act on appropriate co-branding or advertising opportunities.