2nd
APR
Twitter Writes Its Own Success Stories
Posted by cgseo under Social Media
In January 2010, nearly 75 million people visited Twitter according to comScore . While that number seems remarkable, it represents only a fraction of what’s realistically attainable. I believe that Twitter’s growth, to date, is hindered not by its ambition nor potential, but by the company’s ongoing focus on competing priorities rather than showcasing how users can effectively communicate and excel on this unique platform. But that’s all about to change… Every day, millions of potential people are introduced to Twitter through traditional media, online dialogue in other social networks, as well as the content and marketing campaigns of local, national, and global businesses and media properties. Follow us on Twitter! Join the conversation! Ok, but then what…? The problem isn’t publicity when it comes to user acquisition or retention. Twitter certainly enjoys equal if not greater billing over Facebook across the board and has become a cultural phenomenon in its own right. The challenge Twitter has and continues to face, is its ability to connect the dots and surface the elements and examples strewn across or hidden within the network to showcase why Twitter is important for a variety of mainstream, vertical, contextualized and localized user groups who represent a countless myriad of personal and professional applications. Twitter has become nothing short of a cultural catalyst that transforms how people communicate as well as how information is distributed and disseminated. Twitter as a platform has also emerged as a social OS for many of its loyal and enthusiastic users, with the Twitter stream serving as our dashboard for introducing insight, direction, and connections. If anything, the Twitterverse represents a sliver of what Tim O’Reilly envisions for the greater Internet operating system. In the middle of 2009, Twitter embarked upon two promising projects, each designed to increase user retention, simplify adoption and engagement , and unlock the imagination for sharing and learning as well as building communities, one follow and one tweet at a time. First, Twitter redesigned its home page to convey the ease and demonstrate the value of a new forum for micro communication. Second, Twitter introduced a 101 series of lessons aimed at businesses to help them embrace Twitter as a tool to establish good will with customers and prospects and also increase brand awareness and potentially demand and sales overall. On March 30th, Twitter rolled out a new home page to showcase trends and real-time search results. Twitter.com now also features the top tweets at any moment as well as friends, industry peers, celebrities, and relevant businesses to provide a sample flavor of Twitter. The willful and centralized demonstration of capabilities and potential is the key that unlocks creativity and personalization. To continue the momentum, Twitter’s Sean Garrett and Jenna Sampson created @cleveraccounts along with a companion Posterous blog to showcase the clever use of Twitter accounts across a variety of applications that illustrate possibilities and hopefully spark imagination. Twitter’s @CleverAccounts is perhaps best described by its own bio, “Follow us to learn about interesting uses of Twitter from across the world. @mention us if you have your own use case!” Of course, use cases require more than 140 characters to convey the challenge and results. The Clever Twitter Accounts blog on Posterous dives in a bit deeper with each post dedicated to a particular example of how Twitter saved the day. For example… The Michigan Department of Transportation turned to Twitter for sharing construction updates with commuters. Sears and Kmart took to Twitter to share more than 7,000 job openings. New York food trucks that use Twitter to create demand were spotlighted to share best practices. Dunkin Donuts uses Twitter to turn Tweets into sales. Charity Water shares what is learned through their work. Lance Armstrong includes his fans and supporters by actively sharing experiences and updates. The list will only continue to grow. I reached out to Sean Garrett to share with us his and Jenna’s inspiration behind Clever Accounts. His response was as refreshing as it was revealing of Twitter’s dedication to humanizing and personalizing the experience: We were inspired to do it for two reasons. One is to simply demonstrate through living examples how people, organizations and businesses are getting the most out of Twitter and, likewise, the value of the information that they provide to others across the network. Even something as simple as Twitter is difficult to explain without tangible use examples that are relevant to the many, many niche audiences that are looking to gain a better understanding of it. Of course, being armed with such examples also helps quickly disarm the “it’s about what people are having for lunch” myth, too. If we can do this, we can do a better job of explaining the distinctions between an “information network” and a social network. Secondly, we frankly weren’t doing a good job at real-time cataloging of exemplar uses of Twitter at Twitter. This provides a simple tool to capture and categorize examples. We could have just done this privately, but we figured (for the reasons above) to share it with the world. As far as where we see it going over time: It will hopefully extend into uses from all corners of the globe and far away from familiar examples that are told and retold in most media stories and conferences. We want people to feel the same level of surprise (and happiness) that we feel on a regular basis when a really new and clever use of Twitter is exposed to us. We’d love input from the community far and wide on what we should include. And, to be honest, we have barely gotten off the ground with it. Well done, Sean and Jenna. Keep up the great work. In order for Twitter to symbolize the true pulse of the human algorithm and scale with human behavior online, it needs to capture what “is” transpiring within the center and deliver it to those on the sidelines to demonstrate what’s “possible.” Twitter is poised to connect the dots and in doing so, it will eventually earn and captivate the audiences who will embrace the stream and platform and make it their own. This is how abandonment is not only vanquished, but transformed into retention and dedication. Hat tip to Louis Gray . Connect with Brian Solis on Twitter , LinkedIn , Tumblr , Google Buzz , Facebook — Please consider reading my brand new book , Enga ge ! — Get Putting the Public Back in Public Relations and The Conversation Prism : — Image Credit: Shutterstock
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Twitter Writes Its Own Success Stories
29th
MAR
Viral Marketing: A Recipe for Success
Posted by cgseo under Social Media
In September 2008 at Web 2.0 Expo in New York, I shared something that many, to this day, believe to the contrary, “ There is no such thing as viral marketing .” The declaration was empathetic in its direction to those marketers who have been on the receiving end of directives instructing them to create and unleash viral content. In parallel, the statement was aimed at those decision makers who assign such projects. Content, no matter how brilliant, creative, abstract, or controversial, is not inherently viral. Yet, we’re asked repeatedly to create viral videos, posts, and other social objects that will trigger an endless array of retweets, pages and profiles that immediately attract fans and followers accompanied by a deafening wall of sound propelled by word of mouth. Content doesn’t make something viral; people are the primary source of powering social objects across the attention nodes that connect the human network . Despite what appears commonsensical, we’re surprised when our brainchild doesn’t attract the views, attention, and circulation we believe it deserves. The reality of social media is this, in the attention economy, information isn’t randomly discovered and broadly disseminated. It is strategically positioned to either appear when someone searches for a related keyword or it’s presented to someone manually and deliberately. As individuals, we no longer find information, it finds us . The same is true about social objects . We must create packaged content with social hooks that comprise the story we wish to tell and the action we hope to spark – whether it’s through video, text, images, badges, widgets, or apps. While there is no such thing as viral marketing in and of itself, marketing inspired to catalyze word of mouth ( WOMM ) is a bit more thoughtful and calculated in its approach and it usually seeks options in and around Social Media. Good Ideas are Worth Sharing Ideas represent change whose time has come… At the heart of any campaign is an idea. And even though good ideas are worth sharing, in order to have any hope of going “viral,” social objects require sustenance and herding. Essentially, our job is to not only create the content, but also connect the dots for those individuals who can help us spread our story across first degree relationships defining social graphs (friends) and second-degree graphs linked by friends of friends and so on. Social scientist Dan Zarrella has analyzed over the years, why ideas spread . In his research, he discovered common characteristics of contagious content, those elements prevalent in many popular memes, whether organic or proactively marketed. Seeds The first group of individuals who are exposed to the idea/social object determine the extent and reach of the meme. These “seeds” are often mistaken for built-in audiences, for example, Twitter followers, Facebook Fans, blog subscribers, email lists, etc. The true opportunity for extending the lifespan and audiences for ideas is to carefully pick influential individuals who can spark activity and response. Early involvement, prior to anything being released, is key as is the definition of the role they will play in the roll out of the content. Novelty Distinctiveness is required for all transmittable ideas. Personal connections are also paramount. The personal motivation for sharing content is driven by how well something connects or resonates with the person exposed to it. Ideas connect initially because they’re relevant or personal. Other communicable emotions that factor into the motivation for sharing in a one-to-one model include: 1. Personal/Relevant/Timely 2. Humor 3. Utility 4. Relationship Building 5. Common Interests 6. Missing out 7. Conversations 8. Reciprocity Association and Correlation As Zarrella observes, intuitiveness is a key attribute for determining the likelihood for pass alongs. If someone can’t understand an idea, they simply will disregard it and move on. And in the era of the real-time Web, we move too quickly to further analyze or interpret ideas. Its intention and purpose must be clear from the onset. And to be quite honest, it’s our job to create compelling objects worthy of connection. Data shows that you have three-to-five seconds to engage your viewer and in that time they’ve already decided to either continue and possibly share the idea or simply abandon it. Relevance In the attention economy, our focus is concentrated on what flows through our attention dashboards and we’re distracted at will as relevant content appears. As intelligent filtering tools are slowly emerging, human filtering still prevails. Through selective attention, we each possess the ability to tune out the volume of information that relentlessly attempts to lure our focus. Relevance is key to encouraging someone to take the time to purposely share content with those they know. It is the art and science of creating content that appeals to people individually and also as groups of shared interests. This is why social media is social in the first place. People connect with individuals who share their passions, interests, and ambitions. Designing social objects based on the psychographics rather than demographics of those you wish to reach and inspire, proves critical in the viability of engendering personal connections – connections worthy of sharing. Utility Give someone a fish; you have fed them for today. Teach them how to fish; and you have fed them for a lifetime… While much of the content examples we hear and see so often are aimed at short bursts of entertainment, creating and distributing helpful content is contagious in its own right. Help me answer or ask a question. Help me find a reason to participate. Give me a voice. Help me do something I couldn’t do before I came into contact with your social object. The idea of integrating utility or resolution into social objects increases the sharability of content while also increasing its lifespan. Continually introducing useful content sets the foundation for invaluable relationships based on the theory of social exchange – those connected will grow with one another based on the ongoing exchange of ideas sparked by objects and conversations that flourish over time. Social Influence – A Cascading Effect Tying back to the importance of initial and repeated seeding, peer-to-peer influence sets the stage for perception, urgency, and also weaves the fabric that wraps us with a sense of exclusivity and inclusion. By aligning with those individuals who are recognized as leaders, trendsetters and authorities, an ambiance is established that carries with it the lure for affinity, belonging, and association, inviting individuals to “join the club” simply by viewing and sharing. The reward for these influencers is that they’re perceived to stay ahead of trends. It’s rare when you see someone of this stature join later in the game. They’re usually on the prowl for the next undiscovered object that when disseminated, reinforces their reputation as an early adopter. An element of wisdom of the crowds is also at play in the realm of social influence. There is an allure, an unspoken emanation of prestige when a group of people surround and react to content and objects. After all, if a person possesses crowds of qualified followers, readers or if a particular bit of content earns significant views, reactions, retweets, shares, and likes, then it has earned a state of prominence that begets validation. Communities literally form around objects and in doing so, they influence the actions of participants and spectators, now and over time. Social objects should thus be supported before and during their release to garner attention, support, followers, and influential activity. Information Voids In the absence of truth or information, speculation fuels hearsay, which in turn sparks movement and ultimately gains momentum as new voices attempt to answer questions through conjecture. I refer to the introduction of an event or object as the information divide , the difference between the moment information is introduced into the social web and the time it takes to verify its accuracy. Therefore I ask, is content or context king in the real-time web? The same can be said for word of mouth marketing. When information is intentionally missing or it’s positioned cleverly to incite speculation, social objects can spread across incredibly vast networks at blinding speeds. When BMW, for example, introduced its 1-Series, it did so through a video documentary (mockumentary) entitled “The Ramp” or “ Rampenfest ,” which chronicled a filmmaker’s visit to a small village where the town rallied around a record breaking attempt to launch a 1-Series BMW over the Atlantic. In doing so, BMW intentionally steered viewers towards wonderment. Was it really an attempt to cross the Atlantic? Was BMW behind this video? With every new question, more viewers and shares ensued. Today, visiting Rampenfest.com takes you directly to the BMW 1-Series home page. Experiences Cause Action Social objects engender experiences. The difference between the failure and success of a meme is directly rooted in the resulting activity that they’re intended to cause. Perhaps the most powerful characteristic of social objects is their ability to masquerade as catalysts that carry cause and effect. Strategic marketers will calculate what happens after the initial view and resulting share. They’ll define the complete series of meaningful steps and then reverse engineer the process to design content that delivers a complete and directed experience. Content can carry with it the ability to raise awareness and also incite change. It is done by appealing to the very people who align around the subject and in order to convince them, these social objects must carry personal and emotional messages that connect with the hearts and minds of participants. Affinity is driven by emotions, exacting the essence that inspires someone to support something they believe in and fusing it with the passions of others who also share in the mission. If the intention is supported through the content and as such, designed to further action, meaningful connections are then forged and replicated. We are after all, attempting to make human connections and they are, to say the least, priceless. This is social media and word of mouth marketing with a purpose. And, it’s the most powerful form of engagement I’ve practiced. When content connects with someone at a truly personal level, and explicitly asks them to participate and share, wonderful things come to life. I would say that the Pepsi Refresh Project is among those campaigns that connect people, ideas, emotions all while furthering the sentiment and support towards the Pepsi brand and the ideas and people orbiting it. Sharing the Spotlight Among the most powerful forms of galvanization is that of recognition and reciprocity. Movements can and should feature the very voices of those who can power the spreading of ideas. Providing them with a platform where they can voice their thoughts and views among vested audiences who can celebrate contribution is empowering and rewarding to brands and equally to participants. Social Media is powered by people and its future is dependent on how we not only consume content, but also invest in its significance and relevance. In Nokia’s recent experiment in the UK, the company erected the world’s biggest signpost to visually demonstrate and promote GPS functionality. The sign featured the locations of those individuals who sent information directly to the sign, and in turn, the information was shared via the sign’s Twitter account. It’s personal and gratifying as Nokia places you and me at the center of the experience. Sharing isn’t Caring, It’s Furthering an Idea Ideas are worthy of sharing, when there is incentive to do so. The incentive isn’t always rooted in rewards however, motivation can simply stem from a reaction – a smile, an email, an emoticon, credit, etc. This sharing transpires in the social communities where relationships are entwined and as such, social objects are most effective when they integrate sharing mechanisms designed to simplify the process of dissemination. AddtoAny recently studied the networks where sharing ideas and content and corresponding dialogue tended to concentrate. At 400 million strong, Facebook is by far the most active of all social networks, eclipsing email by more than 2x. And, even though email is second to Facebook at the moment, Twitter is in a draft position. The point is that without the inclusion of one-click sharing capabilities, combined with planned syndication strategies, the reach of our content is restricted even before it’s introduced. To that end, Zarrella also studied the effect of the word “video” on sharing within Facebook and Twitter. His observations were interesting indeed and actually make the case to consider focusing efforts on Facebook. Stories that contained videos were shared more on Facebook than that of the average story. On Twitter, Tweets that included the word video were shared less than the average story. Zarrella believed that the Facebook platform is conducive for sharing as it enables the embedding of multimedia content where as Twitter requires an outbound link. The Epitome In a recent post in SearchEngineLand , Jordan Kasteler shared the seven types of sharing motives: 1. Self Expression 2. Affinity 3. Validation 4. Prurience 5. Status Achievement 6. Altruism 7. Self-serving interests While there are many published formulas designed to help you make your social objects “go viral,” nothing is more important than… 1) Creating content that’s relevant 2) Identifying the tastemakers and influencers who will help us reach the right audiences 3) Involving them in the process before the campaign is officially introduced – seeding 4) Striking a chord with the person they’re trying to compel – making an emotional connection 5) Encouraging them to share it with their contacts 6) Rewarding them for doing so 7) Defining the action we wish viewers to take after the engagement Providing them with a forum for self-expression 9) Recognizing all of those who helped us 10) Connecting everyone together for future engagement The strategies, examples and supporting data are only minimized when we view them as ingredients to a recipe of viral marketing. Doing so underestimates the value of the roles people play in the spreading of ideas and practically dehumanizes overall experiences. When we introduce social objects, our ability to create, connect, and define experiences around these information and idea catalysts defines whether we earn the attention we feel we deserve or we savor the collaboration we engendered through design. Reflecting on the words of good friend Hugh MacLeod, the three keys to social media marketing, or marketing in general, are as simple as they are profound… 1. Figure out what your gift is, and give it to them on a regular basis. 2. Make sure it’s received as a real gift, not as an advertising message 3. Then figure out exactly what it is that your trail of breadcrumbs leads back to. I don’t believe in viral marketing, but I do believe in the socialization of relevant ideas and information when connected to the right people, in the right places, with genuine and pre-defined intent. Connect with Brian Solis on Twitter , LinkedIn , Tumblr , Google Buzz , Facebook — Please consider reading my brand new book , Enga ge ! — Get Putting the Public Back in Public Relations and The Conversation Prism : — Image Credit: Shutterstock
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Viral Marketing: A Recipe for Success
26th
MAR
Twitter and Facebook: The New Tools of Productivity or Distraction
Posted by cgseo under Social Media
The argument is strong on either side of the case: do social networks increase or decrease productivity on the job? It’s a landmark case where the decision will ultimately determine the fate of business within respective online communities of influence. Perhaps however, it’s also a decision that we may never realize. On one side, the focus of employees and the output of their time and energy, is essential to the livelihood of the company that employs them. Unregulated distractions, especially those of an addictive nature such as real-time consumption and interaction on the Web, are potentially disruptive. In 2009, several studies reported on the diversion of social networks and the decrease in productivity as well as the security risks they posed to corporate IP and overall production, efficiencies, and output. As Caroline McCarthy reported for CNET late last year, Robert Half Technology found that 54% of U.S. companies block social networks completely and another 19% only permit it for business purposes. Of that, 10% of companies surveyed permit social networking for personal use and 16% allow “limited” personal use. In a recent issue of Wired Magazine , Brendan Koerner shared two studies, one performed by Nucleus Research that revealed that Facebook shaves 1.5% off total office productivity and another by Morse that estimated on-the-job social networking costs British companies $2.2 billion a year. In the context of security, Sophos published its Security Threat Report 2010 , which revealed the social networks believed to pose the most prominent security risks. Sophos reports a 70% rise in the number of organizations experiencing spam and malware attacks via social networks in 2009. And, 72% are of the mindset that employee behavior in social networks could endanger their business security, which represents an increase from 66% in the previous report. Here’s where things become very real….More than half report receiving spam via social networks, and over a third claim to have received malware. The total number of businesses targeted for spam, phishing and malware through social networking sites also increased dramatically, with spam rocketing from 33.4% in April to 57% in December. According to the study, just over 60% of those surveyed named Facebook as representing the largest risk. MySpace followed with 18% and Twitter trailed closely with 15%. Graham Cluley, senior technology consultant for Sophos, said in a statement published on CNET … The truth is that the security team at Facebook works hard to counter threats on their site–it’s just that policing 350 million users can’t be an easy job for anyone,” “But there is no doubt that simple changes could make Facebook users safer. For instance, when Facebook rolled out its new recommended privacy settings late last year, it was a backwards step, encouraging many users to share their information with everybody on the Internet. Three Sides to Every Story As goes the saying, there are three sides to every story, one side, the other side, and the truth or resolution, somewhere in the middle… Innovation and technology have always been the flashpoint of debate and concern over productivity. The telephone… The water cooler…(less technology, I know, but just making a point) Desktop PCs and eventually personal notebooks… Email… Web 1.0… Minesweeper and Solitaire… Cell phones… Telecommuting… It’s a long list and the reality is that distraction is nothing new in the workplace. In the same Wired article that opened with compelling data by Nucleus and Morse presenting the case against social networks in the workplace, the author suddenly slammed on the brakes, sharply turned the wheel, and jumped on the gas leading us suddenly in a new and enlightening direction. The article, after all, was entitled, How Twitter and Facebook Make us More Productive . Studies that accuse social networks of reducing productivity assume that time spent microblogging is time strictly wasted. But that betrays an ignorance of the creative process. Humans weren’t designed to maintain a constant focus on assigned tasks. We need periodic breaks to relieve our conscious minds of the pressure to perform — pressure that can lock us into a single mode of thinking. Musing about something else for a while can clear away the mental detritus, letting us see an issue through fresh eyes, a process that creativity researchers call incubation. Brilliant. And of course, everything in moderation… Wired quotes the authors of Creativity and the Mind , a book that blends leading scientific research with experiences to help readers unlock their creative potential… People are more successful if we force them to move away from a problem or distract them temporarily, observe the authors of Creativity and the Mind , a landmark text in the psychology and neuroscience of creativity. They found that regular breaks enhance problem-solving skills significantly, in part by making it easier for workers to sift through their memories in search of relevant clues. Last year, researchers at Australia’s University of Melbourne discovered that taking time to visit “websites of interest” actually increased the ability to concentrate, boosting productivity by 9%. As part of the study, the scientists introduced a dedicated category of study, “workplace Internet leisure browsing,” or WILB and they believe that this activity helps keep the mind fresh. Dr. Brent Coker , from the Melbourne Department of Management and Marketing, shared controversial insight from the study… People who do surf the Internet for fun at work – within a reasonable limit of less than 20% of their total time in the office – are more productive by about 9% than those who don’t. I took to social networks during and outside of work hours to ask the question , Do you believe that social networks decrease productivity in the workplace? - Yes! I find myself wasting getting sucked in to the stream - No, in fact, it helps me reset to jump back to work refreshed - I’m not sure yet As expected, I immediately received numerous responses that suggested the inclusion of a caveat that addresses those who are employed to participate in social networks as part of their job. To keep things simple, I noted that if you engage in social networks professionally, the conversations and links you encounter in online work also pose as distractions and in some cases clicks can lead us further away from the task at hand. This informal poll revealed that out of 785 responses, just over 49% of respondents do not believe social networks decrease productivity. However, 37% admit that they feel that their online activity leads them away from their primary focus. Notably 14% aren’t sure which way to lean yet. Engaging strategically within communities of relevance with individuals who represent meaningful value to the company in various ways is already proving effective, lucrative, and instrumental to engendering goodwill, loyalty and advocacy. Any businesses affected by consumers with access to the internet will need to grant access to prominent tools, services, and networks to listen, learn, respond, lead, and contribute value. True collaboration in the next web will be based, in large part, on internal and external participation. One could successfully argue that social networks, including Facebook and Twitter, realign focus, inspire creativity, and spur advocacy by introducing outside elements into existing culture and process. The top down support of such activity is particularly motivating and as such, harnesses the wisdom and energy of the crowds into an internal transformer for not only creativity and stimulus, but also serves as a hub for introducing and spreading enthusiasm and ambition throughout the organization. Of course, as individuals, we are in control of our experiences and progress. Our production is defined, among many things, by our ambition, motivation and overall satisfaction. The decisions we make when engaging in social networks are striking, not simply because they affect our efficiency, but because they test our determination. The live web is developing and while it is enticing, it is not beyond our means to manage. Rewarding insight, initiative, and ingenuity sets a standard. However, without guidance, guidelines, or healthy governance, we reap the risks and penance warranted by our lack of understanding and leadership…and this is true for both sides of the discussion. Connect with Brian Solis on Twitter , LinkedIn , Tumblr , Google Buzz , Facebook — Please consider reading my brand new book , Enga ge ! — Get Putting the Public Back in Public Relations and The Conversation Prism : — Image Credit: Shutterstock
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Twitter and Facebook: The New Tools of Productivity or Distraction
18th
MAR
Engage is Now Available at a Bookstore Near You
Posted by cgseo under Social Media
Following a special and unforgettable debut at SXSW Interactive, I’m excited and thankful to announce that Engage ! is available at bookstores near you. When you invest so much into something that you believe will change the way people think, you can’t wait to tell the world. This book is written for you… It helps champions, decision makers, and executives understand the impact and potential of new media and how, when, where to integrate it into mix. It also helps you measure the effect of social media and how to earn support as your experience grows. Engage answers your questions today and serves as your companion and guide every day. Please help me share the good news! Get Engage at a bookstore near you or online (click on your favorite outlet): For those using a Kindle or Nook , click the image below to start reading it now… Connect with Brian Solis on Twitter , LinkedIn , Tumblr , Google Buzz , Facebook Photo Credit: Wei Yang
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Engage is Now Available at a Bookstore Near You
17th
MAR
The Age of Social Networks
Posted by cgseo under Social Media
Social networks share a common ingredient in design and intent, the connection of people and the facilitation of conversations, sharing, and discovery. What they do not share however, are culture, behavior, and prevailing demographics . Each network is unique in its genetic and cultural composition and it is for that reason that we benefit by becoming digital anthropologists in addition to new media marketers. Demographics are distributed within all social networks, but only concentrated within a select few. Where specific demographics materialize varies from network to network and as such, the more effective social strategies and tactics are designed to reach target audiences where, when and how they engage . Over the years, I’ve relied on Google Ad Planner to surface the critical demographics in order to construct meaningful and targeted social programming. Pingdom recently examined the data and packaged the results in a visually rich presentation worthy of sharing. The study included 19 social networks… Bebo Classmates.com Delicious Digg Facebook FriendFeed Friendster Hi5 Last.fm LinkedIn LiveJournal MySpace Ning Reddit Slashdot StumbleUpon Twitter Tagged Xanga Age Distribution The disposition of age groups within social networking as a whole is representative of the state of social media engagement, but this is fleeting. Age groups will only continue to meander as online networking becomes pervasive. At the moment, we can see that those 35-44 dominate the social web, representing 25% of total participation. For those who have actively monitored adoption of social networks, this next stat might not come as a surprise, but it’s worth highlighting nonetheless. Following at 19% isn’t a younger generation at all, in fact, those 45-54 are the second most active group within social networks, just ahead of the 25-34 segment at 18%. Individuals under 17 rank fourth with 15%. I find it fascinating that the 45 to 65+ group, those who are usually considered laggards in the technology adoption cycle, symbolize almost one-third of total users of social networks. They’re equally connecting with not only each other but also the younger generations who are spending an increasing amount of time online as well. Distribution of Age Within Social Networks Reviewing the age groups broadly across social media serves only as a primer to the deeper level of analysis required to identify exactly where we need to connect with target demographics. As such, Pingdom performed the first level of segmentation to showcase how age groups are distributed within each specific social network. Bebo - Over 40% are 17 and under followed by 35-44 and 55-64 at just under 15% each Classmates.com - The 45-54 dominate at just over 30% followed by 20% at 55-64 and just under 10% at 65+ (Represents the highest concentration of the older demographics with 78% over 35) Delicious - Over 25% of users are 35-44 Digg – 35-44 constitute over 25% of the total user base followed by just under 20% at 25-34 (80% of users are over 25) Facebook - ~25% of users are 45-54 with the 35-44 group at just 20% (61% are 35 or older) FriendFeed – Shy of 40%, 35-44 represent the majority of users Friendster - Polar opposites with 25% under 17 and roughly 20% 45-54 Hi5 - 25-34 collectively represent close to 30% of all users Last.fm – Almost 20% are under 17 with the 35-44 category also representing just under 20% LinkedIn – Less than 30% are 35-44, 20% are 45-54 and more than 15% are 55-64 LiveJournal -25-34 and 35-44 are tied at 20+% percent each MySpace - Over 30% of all users are under 17 and slightly less than 20% are 45-54 Ning – 25% of 35-44 and over 60% are 35 and older Reddit - 30% are 35-44 Slashdot – More than 30% are 35-44 StumbleUpon – The 35-44 segment symbolize just under 30% of all users followed by 25-34 at just under 20% Twitter – More than 25% of users are 35-44, trailed by the 45-54 group at less than 20% (65% of all users are over the age of 35 with less than 20% representing the 24 and under age groups) Tagged - Almost 30% are 45-54 and slightly over 25% are under 17 Xanga – Over 20% are under 17 Governing Age Groups If we further review the data, we can see which age groups are dominant across the social Web 17 and under: 21% 18-24: 0% 25-34: 5% 35-44: 58% 45-54: 16% 55-64: 0% 65 and over: 0% Average User Age by Network Cascading further down stream, the data when crunched, reveals the average age per network, which allows businesses to better understand the general user within each. Bebo – 28.4 Classmates.com – 44.9 Delicious – 41.3 Digg – 38.5 Facebook - 38.4 FriendFeed - 38.4 Friendster – 33.4 Hi5 – 33.5 Last.fm – 35.8 LinkedIn – 44.3 LiveJournal – 35.2 MySpace – 31.8 Ning – 37.8 Reddit – 37.4 Slashdot – 40.4 StumbleUpon – 38.5 Twitter – 39.1 Tagged – 34.4 Xanga - 32.3 In social media, not only do women rule , but it seems that the middle-aged are Social Media’s largest share holders. Again, the average number is just that, a generalization of users classified by age, not by usage, theme, or connectivity. As we identify whom it is we need to reach and why, analyzing data as it relates to age groups is just one side of a multi-faceted program. In order to possess and convey value and meaning, it is anthropology, sociology and the psychographic mapping of people to themes, interests, and aspirations that will prevail now and over time. It’s the difference between visibility and presence, and in social media, presence is felt. Connect with Brian Solis on Twitter , LinkedIn , Tumblr , Google Buzz , Facebook — Please consider reading my brand new book , Enga ge ! — Get Putting the Public Back in Public Relations and The Conversation Prism : — Image Credit: Pingdom
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The Age of Social Networks
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- Targeted Website Advertising
- Tech Furniture
- Uncategorized
- Web Linking
- Web Marketing
- Web Site Advertising
- Website Advertising
- Website Linking
- Website Promotion