Facebook remains the most frequently used social network, but LinkedIn has become the most valued, according to a recent study by ROI Research and sponsored by Performics.
"The S-Net: A Study in Social Media Usage & Behavior" discovered that users surveyed logged into a social network at different rates:
- Facebook - 70% logged in least once daily. Facebook remains the only social networking site that is declining in importance, with 53% suggesting it is less important in 2011 to have a profile on the site, compared with 56% in 2010, according to the findings.
- LinkedIn - 20% logged in least once daily and users don't frequent the site often, 59% in 2011 -- up from 41% last year -- said it is the most important site to have a profile on.
- Twitter - 58% logged in at least once daily, up from 40%.
- YouTube - 55% logged in at least once daily, up from 52%.
- MySpace - 53% logged in at least once daily, up from 39%.
For the most part, survey participants see the importance of participating in a social network -- either LinkedIn, Facebook, Twitter, or MySpace. Brands that want consumers to talk about their products might consider Twitter rather than Facebook.
Talking about a company or product:
- 61% of consumers are more likely to talk about a company or product on Twitter.
- 49% of consumers are likely to do so on Facebook.
Recommending a company or product:
- 59% are more likely to recommend a company or product on Twitter.
- 53% of consumers are likely to do so on Facebook.
Ironically the following facts surfaced,
- 58% would purchase the brand's product after hearing about it on Twitter.
- 53% would purchase the brand's product after hearing about it on Facebook.
- 54% would link to a company's product in the tweet on Twitter.
- 42% would link to a company's product on Facebook.
- 47% would attend a promotional or sponsored event via Twitter.
- 34% would attend a promotional sponsored event via Facebook.
Consumers tend to discuss prices most often, followed by discussing sales and specials; providing feedback to brands; giving and receiving advice on purchases; expressing disappointment; and connecting with customer service.
This year, consumers are more likely to take action when a friend posts something about a product or a service, company or brand on a social networking site. In fact, 60% of consumers said they are either "extremely," "very," or "somewhat" inclined to include a comment.
What do people discuss most? The top things people talk about include education, sports-related items, entertainment, auto, electronics, and restaurants. Most people look for advice on social networks about appliances, electronics, financial services, health care, telecommunications, auto, and travel. Those who express disappointment on social networks typically talk most about the same type of products.
Other interesting facts surfaced:
- 52% of survey participants believe voicing their opinion can influence a business decision made by companies and brands.
- 34% said interacting with brands on social sites has made them more aware of eco-friendly efforts.
- 51% said social networks are a good place for brands to communicate sustainability issues.
But consumers are mixed when it comes to the frequency with which brands should communicate with fans and followers on social networks:
- 3% more than once daily.
- 7% once daily.
- 6% every other day.
- 11% twice weekly.
- 26% twice monthly.
- 28% once a month or less.
- 4% never.
- 2%, other.
The findings are intended to give marketers a better understanding of how to tap emerging opportunities in social media by analyzing the way consumers use social networks, specifically for product purchases. The 30-minute online survey examined 18 categories such as alcoholic beverages, apparel, appliances, automotive, electronics, financial services, health care, sports, telecommunications, and travel. About 2,997 people -- 53% female and 47% male -- who regularly access Facebook, YouTube, LinkedIn, MySpace, or Twitter participated.
COMMENTARY: The ROI Research survey revealed several significant red flags:
- 20% of LinkedIn users login daily, compared to 70% for Facebook. That's quite a disparity.
- 59% of LinkedIn users hardly visit the site at all, compared to 41% the prior year.
- There were no specifics as to why social network users believed LinkedIn was the more valuable social network. This could be very useful in developing strategies to increase the overall experience and value-added component of the social network.
- 60% of brands communicated to their social network fans only twice monthly or less.
It's quite possible that one of the reasons why LinkedIn users hardly log into the site is because it is viewed as a help wanted and recruiting site and a way for professionals to do business, rather than for socializing. I am willing to bet you that the majority of LinkedIn users have either a Facebook or Twitter page, and that's where they spend the majority of their real social networking time.
The other problem, and it's a biggee--LinkedIn is not designed like a social network. Unlike Facebook, LinkedIn profile pages are layed out more for displaying your background and experience, employment history, education, interests and groups In that respect, LinkedIn is more like a "digital billboard" for your resume and business card rather a social network profile like you would find on Facebook.
Brand pages on LinkedIn are layed out more for recruiting purposes providing 1) an overview of the company, 2) list of users that either work or worked for that company that also network with your network of friends, 3) blog posts, and 4) a list of new hires at that company. I looked at Apple Inc's account on LinkedIn, and Apple only has 130,000 followers, and even worse, a display ad for Sony mobile products appeared on the page. What kind of crap is that. Apple's LinkedIn page should be use to educate, provide information, and promote the brand, not somebody else's. No wonder brands don't advertise on LinkedIn. In my opinion, LinkedIn needs to make their site more brand-friendly. There should be a page for Apple the Brand, and another for Apple the Employer.
It would also be very important to determine why brands communicate to their fans so infrequently. This as another very disturbing trend. Isn't one of the key purposes of social networks to provide a way for people to connect with other people with similar interests and provide brands with a platform for engaging with their fans? It could be a sign that social media marketer's have no interest in engaging with their fans, too lazy to do it, don't know how to engage, don't place much emphasis on social media or don't understand the significance of engagement. This is really confusing to me, and needs to be looked into
Courtesy of an article dated June 10, 2011 appearing in MediaPost Publications Online Media Daily
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