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CNET Networks, Inc. (NASDAQ: CNET), a leading interactive media company, today announced the results of a proprietary research study designed to demystify social networks, communication, and influence. Results of the research provide insights about today�s brokers of influence and information � who they are, what motivates them, and how they share information and advice with others. These days, consumers play an important role in promoting and contributing to a brand�s health and success, yet marketers face increasing challenges in competing for consumers� time and attention. Understanding social networks and influence is more important than ever to marketers who want to be successful in today�s evolving media environment. With this in mind, CNET Networks embarked on a major research undertaking that would provide greater understanding into who today�s influencers really are, and the most effective ways to connect with them. The study, �Understanding Influence and Making it Work for You,� included quantitative work with a survey instrument designed by Reality Check, Inc., an independent third party research firm, in-depth interviews and a behavioral analysis of website usage. Surveys were conducted across seven of the company�s leading interactive brands, including CNET.com, GameSpot, TV.com, Webshots, BNET, TechRepublic, and ZDNet, and a control group. In total, more than 12,000 people were surveyed and nearly 40 in-depth interviews were recorded. The research led to some surprising revelations about the influencers in today�s society, and what motivates them. The study�s findings are summarized below, and a whitepaper with more detailed results including a methodology statement is available by visiting: http://www.cnetnetworks.com/researchinsight. The key findings about influencers include: Who they are: Influence is not restricted to an elite few. Contrary to the commonly accepted notion, influence is not exclusive. Technology and the use of peer-to-peer communications tools have made it easier than ever for people to stay in touch and share information, leading to an increase in the size of people�s networks and the potential for influence. Additionally, people�s interests tend to span many topics, regardless of their personal network size, indicating many people having many conversations on many different topics. Since there exists some potential for influence with every connection, focusing only on a few hyper-connected people misses a huge opportunity to activate influence with the bulk of the population. What motivates them: Influencers are motivated by a desire to be helpful. Traditionally, influence has been thought of as the domain of high-profile individuals � regarded as pundits or experts, who get satisfaction from demonstrating their expertise. Today, anyone with the desire to inform others can become an influencer. It doesn�t require deep subject matter expertise, just the determination to seek out relevant information and act as broker of that information to others. The motivation for acting as a broker of information and advice is a desire to be helpful. People feel good about themselves when they feel they�ve helped other people, who appreciate the help. How they share information and advice with others: Today�s influencers enjoy the �thrill of the hunt.� Along with giving good advice, influencers relish in the process of discovery itself � they take pride in their ability to examine information and determine if it�s credible and worth passing along to their network. For information to be considered valuable, it must be both unique (not available just anywhere) and trusted (coming from a qualified source). Sites that can be relied on for this type of information have enormous potential to drive influence. �This study is the first step in gaining a greater understanding of how and where today�s influencers find their information and the role they play in shaping opinions and consideration,� said Mickey Wilson, senior vice president of marketing, CNET Networks. �With this insight, we can continue to build brands that meet the evolving needs of our audience, and as a result, create better opportunities for our marketing partners to connect with influential audiences.� About CNET Networks, Inc. CNET Networks, Inc. (Nasdaq: CNET) is an interactive media company that builds brands for people and the things they are passionate about, such as gaming, music, entertainment, technology, business, food, and parenting. The Company's leading brands include CNET, GameSpot, TV.com, MP3.com, Webshots, CHOW, ZDNet and TechRepublic. Founded in 1992, CNET Networks has a strong presence in the US, Asia, and Europe.