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Our studio guest this week is Jens Krüger from TNS Infratest.DW-TV: First of all, are you on our Facebook?Jens Krüger: Interesting question. Yes, I started to be with Facebook a couple of months ago - five or six.DW-TV: How do you use it for work?Jens Krüger: No, I tried, and now I'm involved for private reasons, as well. I started with business, because, as a market researcher, I'm always interested in opinions and attitudes of consumers. We try to be very well connected - to get more information and more insight about the habits, about what they think about brands and so on.DW-TV: So are social networking sites now a key element for advertizers?Jens Krüger: Yes, I think they will develop in this way and this direction. At least, actually only ten percent of the volume of advertizing spenders goes through the internet or online media, so far as social media (is concerned), but this will increase dramatically over the next few years. This is what we think. That it will completely change, because, it's more or less a fact that, just as we are now talking to each other, that human beings always try to be in contact with other human beings, and so social media will increase dramatically the speed with which people will be connected to each other.DW-TV: So you wouldn't say it's just a flash in the pan - or is it here to stay?Jens Krüger: Of course not. Definitely not, definitely not.DW-TV: How are advertizers changing things, when it comes to targetting consumers directly?Jens Krüger: Well, the targets of the advertizers and the companies who are trying to be in social media and be part of the social media community - they try to gain different targets. First of all, they want to get in contact with consumers - we haven't been well connected up to now, especially not with certain young, urban people, who are very mobile, globally connected. And they want to get a better reputation, as well. And this can more often be better done when you have a dialogue and interaction and connectivity with the consumers.DW-TV: Well, on the topic of reputation, what kinds of things backfire.Jens Krüger: So far, it hasn't happened that much - if you react in a very professional way. And acting in a very professional way on social media means, to be able to neglect (ignore) this kind of negative reputation and say, OK, that's fine, that's negative, but leave it as negative. And don't try to put negative information and negative postings from your community. That way there can really be trouble, and there's one funny example from two or three years ago with very famous producers like Pampers, you know, and he put on some negative features from his own block, and then there was big trouble in the press, through journalists, because it was some kind of Zensur. they tried to do.DW-TV: Censoring, in other words. Social media sites are generally used by younger generations. Are they blocking out the older generation, or other users?Jens Krüger: Well, look at me: I'm not a digital native, as we call this kind of young people who try to be at all times connected to the internet, but this will change. The same (goes) for the usage of the internet in general. Five or ten years ago, there were only forty to fifty percent of the people using the internet; now it's for sure here in Germany seventy to eighty percent. And the people even use it for social networking, as well. And even from my point of view, my mother, now is looking at this iPad. And she was not very keen on normal PCs. But now she tracks the iPad and says, OK, that's easy. It's plug-and-play, and I can use it. So, and she's 75. And sometimes...DW-TV: It's hard to keep up, but she's doing a good job of it. Jens Krüger, thank you very much for joining us.