J&J's Children with Diabetes site focuses social networking

12/30/2008

Social networks that target niche audiences, like J&J's Children with Diabetes, are growing in popularity. Children with Diabetes, a social network for families of diabetic children, gets almost half of its traffic from search, with 32,000 content pages optimized with words like "juvenile diabetes," according to eMarketer. J&J told eMarketer that the site's organic search is intentionally strong, since most online health info seekers start with search. Other strengths of the site include excellent content, real-time updates, and a comfortable, trustworthy environment, said the report.