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Posts Tagged ‘social networks’

Is Not Being on Facebook an Option?

With more than 800 million users, it can be difficult to find someone not on Facebook.

Even if you’re not a big fan of Facebook, its approach to privacy or its ambitions to extend its social graph thorough the Web, it’s almost an evil necessity to be part of Facebook to stay connected with friends and family.

But in a recent article in the New York Times, there was a suggestion that not everyone is enamoured with Facebook:

“….the company is running into a roadblock in this country. Some people, even on the younger end of the age spectrum, just refuse to participate, including people who have given it a try.”

The articles then quotes a couple people who have decided to leave Facebook, and comScore statistics showing that U.S. traffic to Facebook grew 10% in the year ended Oct. 30, compared with 56% the previous year.

It raises the question whether Facebook is, in fact, seeing slower growth or, more interestingly, whether Facebook fatigue is setting in as people look for different ways to connect with friends and family.

As much as it makes for a good story, it is difficult to see the Facebook juggernaut ending any time soon. Facebook has become too big and engrained in the lives of many people to see many people leave. Once people join, it’s hard to walk away. At the same time, brands are getting more active with Facebook Pages, which encourage people to connect with them.

For people not on Facebook, it’s like being on the outside looking in, particularly if many of your friends are on Facebook. This makes it difficult to resist the temptation. It also doesn’t help that there aren’t alternative social networks that offer a different experience, although new players such as Path seem to be gaining some traction.

The other reality is some people don’t need or want to be part of Facebook. It doesn’t fit into their personal or professional needs so not being part of the Facebook empire is not a problem for them.

That said, the New York Times story strikes me as making a mountain out of a molehill.

By Mark Evans - December 19th, 2011 - 1 Comment »
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Posted in Social Media

Time to Climb on the Social Media Express

If you believe in the adage “Numbers don’t lie”, then it would be fair to say that sooner or later everyone is going to be on the social media express.

According to a study by Experian Simmons, 91% of online U.S. adults visit a social networking service (social or professional networking sites, photo or video sharing sites, online forums or message boards, social tagging or bookmarking) in the past month. In terms of numbers, that’s 129 million people, or 41.3% of the total population.

That is certainly impressive but what is even more interesting, although not terribly surprising, is that 98% of online 18-to 24 year-olds use social networks each month.

And if you thought social network were just for younger people, consider this: the number of online people over the age of 65-years-old using social networks has jumped to 73% from 49% in the past two years.

So what does this mean for brands, organizations and digital marketers? If you haven’t already embraced social media, it would probably be a good idea to do so quickly. It has become obvious that social media not only not a fad but it has gone from new and interesting to mainstream in about five years, which is astounding.

 

Another interesting part of the Experian Simmons study was a look at where people go after visiting social networking or forum-categorized service. Other social network and forum sites topped the list (19%), followed by search engines (16%), multi-media (9%), shopping and classifieds (7%), email services (6%) and games (5%).

 

Some other interesting facts from the study include that:

- 46% of all online adults use social media to communicate with friends, up from 32% in 2009.
- 27% say they use social media to stay in touch with their siblings, up from 15% in 2009.
- 18% use social media to stay in touch with their children, up from just 6% of online adults in 2009
- 14% of adult children use social media to communicate with their parents, up from 5% in 2009.

 

 

 

By Mark Evans - October 11th, 2011 - 2 Comments »
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Posted in Social Media

No Like for You, Facebook

For most brands on Facebook, it’s all about the “Like”.

The number of “Likes” is a way to quantify the success of a Facebook Page, particularly given the increasing focus on ROI. It explains why brands invest so much time and effort to attract the “Like”, including the use of “Like-Gating”.

But there are lots of people who refuse to “Like”, which could strike you as “anti-establishment” given the pressure to “Like”. These are people who resist the temptation or the offers to climb on the brand bandwagon, even though they may actually like a service or product.

So Why No “Like”?

According to a recent study by ExactTarget, which can be downloaded here, the biggest reason people don’t “Like” a Facebook is they don’t want to be bombarded with messages or ads. This makes sense given how many brands tend to use Facebook as yet another marketing vehicle.

Another leading factor is people don’t want to provide brands with access to their profile information, which is a little surprising to see given how much information people disclose on Facebook. That said, there appears to be more concern about privacy on Facebook so giving companies direct access to personal information may be thrust into the spotlight more often.

Third on the list is people don’t want to push things into their friends’ newsfeeds, which is understandable given it is one thing to want information about a brand yourself but another to spread the word about that brand to your network. This is where Facebook’s new “Subscribe” feature could be useful as a way to quasi-Like a brand.

From a bigger picture perspective, there seems to be growing scrutiny of what consumers get from following or liking a brand. As much as it is great for brands looking to engage directly with consumers, there are questions about consumers get in return.

In a recent blog post, Brian Solis contends that if brands don’t provide some kind of value, it may cause consumers not to follow or like or, worse, un-follow or unlike.

Solis cited an IBM study that looked at what consumers want when they deal with companies via social media, and what brands think consumers want. The contrast is interesting and eye-opening.

What consumers want:

1. Receive discounts (61%)
2. Make purchases (55%)

What brands think consumers want:

1. Learn about new products (73%)
2. To receive general information (71%)

So, what do you want from a brand when you “Like” them on Facebook or follow them on Twitter? And what keeps you from liking or following a brand?

By Mark Evans - October 10th, 2011 - No Comments »
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Posted in Social Media

Can MySpace Stop Being a Social Has-Been?

If MySpace hasn’t become irrelevant, there is little doubt the social network has lost its cache as well as millions of users.

MySpace’s status as a social media has-been was front and centre in June when its $35-million sale by News Corp. was big news mostly because one of the buyers was musician and actor Justin Timberlake. It is a long way since MySpace ruled the social media world, which prompted the purchase of its corporate parent, Intermix Media, by News Corp. for $580-million in cash in 2005.

While many people have written off MySpace, it is still has about 70 million unique visitors a month globally, including about 30 million in the U.S. For people still sticking around, MySpace has appeal mostly because of its strong roots as a place to discover music and where musicians to stake a claim within the social media landscape.

The big question is whether MySpace’s new owners can revitalize the social network to not only maintain its user base but, as important, attract new users who have a myriad of social options. While, in theory, hope reigns eternal, momentum is a strange beast. Once things start heading in the wrong direction, it can be hard to reverse the flow.

Nevertheless, MySpace’s new owners are bullish there are better times ahead by giving the social network a much-needed strategic focus. Al Dejewski, MySpace’s senior VP-global marketing told Advertising Age, that music will be the core of new MySpace (aka MySpace 3.0)

“This young adult male needs to be put on a diet, we need to get it on P90X, clean its system and get back to its foundation. And we’ve found that foundation is music. No other music destination online today can claim the breadth of partnership we have with the four major music labels in addition to the tens of millions of independent artists and the libraries of their songs.”

Dejewski’s optimism is admirable but the jury is still out on whether MySpace can pull off a comeback. The social media world is competitive, consumers are notoriously fickle, and the rise of Google+ has provided another viable option for people who want an alternative to Facebook.

For MySpace to revitalize itself, focus will be important but it will also be crucial – and likely an expensive proposition – for it to drive home the message the new MySpace is a different beast that can meet the needs of music lovers better than the competition. Perhaps this is where Timberlake can play a key role in changing MySpace’s brand image.

There is no doubt resuscitating MySpace is going to be a huge challenge, which is one of the reasons why Timberlake and Specific Media were able to acquire the company for a bargain-basement price. If anything, it will be interesting to see whether MySpace can bounce back or continue its downward Friendster-like spiral.

By Mark Evans - August 29th, 2011 - 1 Comment »
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Posted in Social Media

Social Media and Older Demographics

Not that long ago, social media was seen as a young person’s game – a notion perpetuated by Facebook’s emergence into the mainstream from its roots as a social network used by university students.

The new reality, however, is that social is no longer a young person’s game. In fact, it’s becoming a landscape dominated by older users. According to a recent study by the Pew Internet & American Life Project, 52% of social networking users are 35+, compared with 34% in 2008.

Users in the 50-to- 65-year-old demographic jumped to 20% from 9%, while users who are more than 65-years-old (aka grandparents) tripled to 6% from 2%. (The chart below shows the breakdown between 2010 and 2008)

So what does this mean to social media?

The biggest impact will be on social media marketing because older people have more disposable income than younger people. We’re talking about Baby Boomers in the latter stages of their careers whose incomes have risen along their experience. As well, Baby Boomers in the U.S. are slated to inherit $8.4-trillion.

For marketers, this is a huge market with lots of money to spend on real estate, travel, electronics, luxury goods, clothing, dining, etc. For companies looking to drive sales, the target audience should be people who are more than 50-years-old because they have lots of dough to spend.

For social media, it should mean that marketing and advertising dollars will star to flow into places with a lot of older users such as Facebook. For anyone looking to get a better handle on Facebook’s revenue growth and its IPO prospects, Pew’s study offers a lot of food for thought.

In many respects, the demographic shift that people have been talking about in the last couple of years will start assume more importance as advertisers move more of their overall spending online and, in the process, allocate more to social networks.

Money talks, and so do demographics. The Pew study thrusts both issues into the spotlight and, as important, sets the stage for some serious financial and economic consequences.

By Mark Evans - June 24th, 2011 - 4 Comments »
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Posted in Social Media

Introducing Our New Resource Center

Our goal here at Sysomos is to continuously help you and your company make the most of social media. Be it by constantly updating our product line to better suit the ever-changing needs of our customers, providing interesting and relevant blog posts and by constantly educating our community through webinars and speaking engagements.

With that in mind, we are proud to announce the launch of our new Resources Center on our website. In this section of our website you will be able to find information that can help you and your brand make the most out of using social media. This section will be continuously updated with new content designed for people just starting out with social media all the way to the more advanced social media professionals.

Our first addition to the Resource Center is the presentation Different Types of Social Media Channels. Inside you will find introductions to some of the most popular social media channels; blogs, Twitter, YouTube, Facebook, forums and message boards. As well, the presentation points out different ways in which each of these channels can be used along with some real life examples of how existing companies are using them.

In the blogs section we explore different kinds of blogs and how they can be used. For example, will your blog be done to shed insight on what is happening within your company? Will it be insight from someone like your CEO? Will it focus on your industry? Will it show that your brand is a thought leader in your industry? Or, will your blog be used internally for your employees only? Will you have one or many blogs? With explanations and examples of each style you will be more informed to make the right decision for how your company will approach social media.

Please take a look at our new Social Media Resource Center and keep checking back for new and updated content. Also, please leave your comments on the content and what you would like to see in this section in the future.

By Sheldon Levine - April 27th, 2011 - No Comments »
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Posted in Announcements, Social Media, Tips & Help

Exploring the Value of Social Niches

The Huffington Post published a story looking at the 19 “strangest” social networks – a theme that we’ve have previously highlighted.

While these out-of-the-ordinary social networks could easily be dismissed, it would be a mistake to not explore their potential value and viability.

When it comes to social networks, we tend to think mass market, which is why Facebook, Twitter and LinkedIn get so much attention. People and companies want to socialize where there are lots of people, which makes a lot of sense.

On the other hand, there are lots of opportunities within social niches. Rather than compete for attention within Facebook, focusing on a niche can provide a company with a specific target audience with far less competition and noise.

For example, if you’re selling imported beer, it might make sense to reach out people who are members of CheckSwing, a baseball social network.

For yarn makers, it could make sense to focus on Ravelry, a free social network for knitters and crocheters.

As social networks become increasingly popular and crowded, it would not be a surprise to see off-the-beaten-path social networks start to get more attention to reach consumers in different ways.

This isn’t to suggest the world will start beating down the doors of niche social networks but they could become more attractive targets as companies and marketers look for new ways to reach target audiences.

By Mark Evans - November 15th, 2010 - 1 Comment »
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Posted in Social Media

Older People Will Change Social Networks

Anyone who suggests that social networks are dominated by young people will slowly, but surely, discover this is no longer the case.

According to a recent Pew Internet study, the number of online users over 50-years-old using social neworks nearly doubled to 42% in May 2010 from 22% in April 2009, while social networking usage in the 50-to-64-year-old demographic soared 88% to 47% from 25%. Meanwhile, social networking use among users ages 18-29 grew by 13%—from 76% to 86%.

“Young adults continue to be the heaviest users of social media, but their growth pales in comparison with recent gains made by older users,” said Mary Madden, a senior research specialist and author of the report.

“Email is still the primary way that older users maintain contact with friends, families and colleagues, but many older users now rely on social network platforms to help manage their daily communications.”

While the numbers suggest the demographics of social networks are starting to even out, a far more interesting angle is how the growing number of “seasoned” social network users will change how social networks operate and, as important, how advertisers and marketers approach social networks.

One of the changes that might happen is how social networks attract and retain older users. Rather than touting new features, some social networks may target older demographics by putting the spotlight on straightforward benefits.

There may also be an opportunity for third-party service providers to offer services that are strong on usability and user-friendliness as opposed to having lots of frills. For example, a new wave of services could tap Twitter’s API to create Twitter Lite.

For marketers, the increased presence of 50+ social networking users means more people with disposable income. This could boost the attractiveness of social networks for advertisers looking to reach consumers in different ways.

Another offshoot could see more companies climb on the social media bandwagon because senior executives will no longer be able to claim that social networks are only for young people.

The “greying” of social networks is a natural part of how the market is evolving. There is little doubt it will have a major impact on how companies and advertisers operate and make money.

By Mark Evans - August 31st, 2010 - 3 Comments »
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Posted in Social Media

The Rise of the Vertical Social Network

Facebook, LinkedIn and MySpace dominate the social networking landscape but there are many people looking for a more relevant place to digitally network.

Facebook, for example, is the “Starbucks” of social networking but there are lots of consumers happily patronizing smaller chains or independents because they meet their needs differently or better.

As John Jantsch wrote in a recent blog post, many people are looking to connect with people within social networks that cater to specific professions (e.g. real estate, law) or interests (e.g. baseball, karaoke).

These networks don’t get a lot of attention but they do exist, and maybe now is the time for them to gain more traction as Facebook and LinkedIn become exceedingly mainstream.

In other words, if everyone’s partying at the same place, there may be opportunities for other places to establish themselves as the new, cool place.

The biggest challenge facing these niche or vertical network is selling people on the idea that size doesn’t matter. These networks are more about the quality of connections rather than quantity. They are places where like-minded individuals can connect with each other with far less noise.

Just for fun, here are some of the more odd vertical social networks – StachePassions (moustaches), Vampire Freaks (vampires) and Zii Trend (clairvoyants).

By Mark Evans - July 8th, 2010 - 4 Comments »
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Posted in Technology

Are Social Media Federations a Good Thing?

We live in an increasingly connected world, driven by the growth of Internet connectivity (be it wired or wireless).
Within social media, one of the more fascinating trends that has emerged recently is how social networks are being connected – something transforming social networks from isolated pillars into loose federations.

The most recent social connection was announced earlier this week when LinkedIn and Twitter unveiled an agreement that will lets users update their LinkedIn status from Twitter, and their Twitter status from LinkedIn – an agreement that Twitter co-founder Biz Stone described as “bringing peanut butter and the chocolate together to make the perfect combination.”

There is also tight integration between Facebook and Twitter, as well as services such as Ping.fm that let you update multiple social networking services using a single message.

A question that needs to be asked is whether the connections between different social networks is a positive development that gives users social synergies, convenience and better and easier ways to connect digitally.

Or is this inter-connectivity digital overkill that will create an endless loop of social updates and conversations based on the idea that everything that everyone is saying gets propagated on multiple networks.

At this point, the enthusiasm about being able to cross-update seems to be ruling the day but it will be interesting to see whether it leads to social networking overlap and overload.

By Mark Evans - November 11th, 2009 - No Comments »
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Posted in Social Media

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