social networking

Content Sharing on Social: Everyone’s Doing It


Social networking is a majority activity in the US: eMarketer expects 54.3% of the population, or 68.5% of internet users, to log on to a social site at least once per month in 2014.

Based on June 2014 polling by OneSpot and The 614 Group, marketers are taking advantage of these high usage levels, relying on social platforms to distribute content. Among US marketing professionals surveyed, four in five cited social sharing as a distribution channel used for content marketing. This was the second-highest percentage of respondents, trailing companies’ own websites.

Results from recent resear! ch sugge st that marketers are making a smart move. A June 2014 study conducted by SurveyMonkey for Social@Ogilvy found that an impressive number of social networkers worldwide shared content via social, with just 9% of respondents saying they never did.

Among social content sharers, two main groups emerged: those who said they posted once in a while (33%) and those who did so usually (29%). Interestingly, the top two frequencies combined saw the same response rate as the bottom two groups combined, indicating an even spread among social users—some people just like to share more than others.

When it came to what content social users shared, respondents showed interest in spreading the news, with informative or educational items the most-shared content type. And UK social users aren’t the only ones who like to laugh: Funny or entertaining content ranked a close second, at 35% of respondents. No other content type came close, with response rates for the rest falling at 10% or below.

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Thursday, September 4th, 2014 news No Comments

Social Ads’ Influence Beyond the Click


Mintel-Social-Media-Purchase-Influence-Aug2014Just 9% of social networkers claim to have made a purchase by clicking on a social media ad, with that figure higher among men aged 18-34 (21%) and parents (19%), reports Mintel in newly-released data from a recent study. Interestingly, though, social networkers were slightly more likely to say they had purchased a product they saw advertised without clicking an ad, with 11% of respondents professing to having done so. That result suggests that social ads’ influence extends beyond direct conversions. › Continue reading

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Friday, August 8th, 2014 news No Comments

Social Media Fever Slow to Spread Among Doctors


Don’t expect the doctor to diagnose you via social media anytime soon. A June 2014 study by MedData Group found that 44% of US physicians still weren’t using social media sites for professional purposes.

Among doctors who were social networking as part of their job, profession-related sites were the platforms of choice. Around one-third of respondents used LinkedIn, and 29% were active on on! line phy sician communities, compared with just 3% who used online patient portals. Social sites that tend to be popular among the general public also saw low usage.

Avoiding social media wasn’t due to a lack of knowledge, with less than one-quarter of doctors saying they didn’t use such platforms because they weren’t familiar with them. Instead, patient privacy and a lack of time were the leading reasons US physicians said they stayed away from using social networks for professional purposes.

Q1 2014 polling by Digital Insights Group found that the general consensus among physicians was that social just wasn’t an important resource when it came to doing their jobs. Just 14% of US primary care physicians said that social networks were a somewhat or very important clinical resource, compared with 30% who said they weren’t important at all.

When doctors do turn to digital resources to make decisions, they’re most likely using search engines, according to April 2014 research also conducted by MedData Group. Among US physicians surveyed, a whopping 78% said search engines were the online resource they used in the medical decision-making process. Meanwhile, just 5% cited social media.

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Friday, July 18th, 2014 news No Comments

Mobile Apps Now Capture Majority of Digital Time in the US



Mobile apps’ consumption disparity with the mobile web is so great that Flurry estimates that time spent with the Facebook app exceeds the entire mobile web.

Social networking is becoming more heavily mobile-centric, reveals comScore, with the data showing that 71% of social networking time is spent on mobile platforms. Indeed, comScore indicates that the primary Facebook app accounted for 18% of all mobile time, an estimate in line with Flurry’s figure of 17% share (limited to Android and iOS).

The figures released by comScore note that total mobile engagement on social media has increased by 55% during the past year. Given that social accounts for one-fifth of total digital time spent, the data suggests that mobile social networking represents about 1 in every 7 minutes spent online in the US. Another extrapolation of the data suggests that almost 1 in every 10 minutes spent online is with the Facebook app.

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Thursday, July 3rd, 2014 news No Comments

Top Smartphone Activities, by Generation



    Source: Experian Marketing Services [download page]

      Notes: Almost three-quarters of Millennial smartphone owners engage in social networking on their devices during a typical week, per the study, which might help explain why mobile social networking represents about 1 in every 7 minutes spent online in the US. Among smartphone owners, Millennials (46%) are also more likely than other generations to watch videos on their devices during a typical week.

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      Thursday, July 3rd, 2014 news No Comments

      Top 10 Desktop Social Networking Websites & Forums


      Top 10 Desktop Social Networking Websites & Forums – May 2014

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      Friday, June 6th, 2014 news No Comments

      Western Europe’s Social Users Choose Personalization over Privacy


      eMarketer estimates that social network ad spending—including display, search, video and other forms of ads appearing within social sites, social games and social applications—will reach $2.54 billion, or 8.0% of digital ad spending, in Western Europe this year, for an annual gain of more than 21%. Even greater growth will be seen in 2015, as social sites claim an estimated 9.1% of Western Europe’s digital ad investments, according to a new eMarketer report, “Western Europe Social Networking Trends: Ad Spending Trails Rising Consumer Usage.”

      Yet by any measure, ad spending on social networks still lags well behind what one might expect considering the size and growth of the region’s social audience and the importance most of those users attach to social media. eMarketer projects the number of social network users in Western Europe to pass 178 million this year, as nearly 60% of internet users—equivalent to 42.6% of the population—visit a social site via some device at least monthly.

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      Wednesday, June 4th, 2014 news No Comments

      Instagram Now Tops Twitter, Facebook as Teens



      Facebook has plummeted from being the most important social network for 42% of teens in the Fall 2012 survey to just 23% in this latest edition. By contrast, the percentage of teens citing Instagram as their most important has surged from 12% to 30% in the same time period. Twitter, meanwhile, has hovered in the 26-30% range for the past 4 surveys, taking the lead in the Fall 2013 study virtually by default as Facebook’s appeal slumped.

      The other social networks measured – Google+, Tumblr and Pinterest – remain most important for only 5% or fewer teens, each. The survey did not list Snapchat as an option, a curious decision given indications that it is now more popular than Twitter among the 12-24 demographic. And, as a Pew study demonstrates, Snapchat’s user base skews young, much as does Instagram’s base. (Less than 5% of the respondents to Piper Jaffray’s survey chose the “other” option for their most important social network. One could reasonably expect Snapchat to have a higher figure than that were it to be listed as an option.)

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      Wednesday, April 9th, 2014 news No Comments

      Snapchat Seen More Popular Than Twitter Among 12Year-Olds


      Some 46% of Americans aged 12-24 claim to have ever used Snapchat, making it a more popular choice for this demographic than Twitter (36%), if survey results [pdf] from Edison Research and Triton Digital are to be trusted. The study – which measured adoption of 10 different social networking platforms – also found that 30% of 12-24-year-olds have used Vine. But it’s still Facebook-owned properties that take the lead among youth: 80% have a personal profile on Facebook, while 53% have a personal account on Instagram.

      The results are interesting given recent research into adoption of these various platforms. While a recent Piper Jaffray study found that Twitter had moved ahead of Facebook as teens’ “most important” social network, Instagram was actually the fastest-moving platform on that measure, and could emerge as teens’ most important platform in Piper Jaffray’s next bi-annual study.

      Meanwhile, it’s no secret that both Instagram and Snapchat are especially popular among youth – as shown by a recent study from the Pew Research Center outlining the demographics of the user population of each network (among adults aged 18 and up).

      And of course, despite all the hullaballoo regarding Facebook and youth (specifically teens), it’s clearly still the dominant platform among 12-24-year-olds, as this latest study demonstrates.

      Not surprisingly, given that youth have a greater adoption rate of social networking than other generations, the 12-24-year-old population tends to over-index in the use of most social platforms relative to the total 12+ population. In fact, they are more likely to use 9 of the 10 platforms measured, with LinkedIn the only exception.

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      Tuesday, March 11th, 2014 digital No Comments

      For UK Web Users, Social and Shopping Don’t Mix – eMarketer


      One reason for these views is that many UK web users don’t see much purpose in combining their social activity with shopping or buying. Only 10% of respondents consulted social networks when researching potential purchases, compared with 60% who looked at customer reviews on a retailer’s website and 48% who visited comparison sites. Overall, 42% of respondents said that the point of social networks was to keep up with friends and family, not to shop.

      Yet the tendency to distrust stores for their social media activity may also be founded, at least in part, on privacy worries.

      Younger online shoppers were most concerned about keeping their online socializing separate from their shopping—perhaps because they were more likely than some older cohorts to be highly active on social networks themselves. According to YouGov, 61% of those ages 16 to 24 preferred not to overlap their social networking and online shopping, and 57% didn’t want sites such as Twitter and Facebook to have any access to or connection with their online purchase history.

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      Friday, March 7th, 2014 news No Comments

      Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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