I’ve spent the last week reading and writing more about social media, including Facebook, than I ever thought I would. My Digital Marketing Communications class started out discussing whether companies that use social media, including Facebook, should create an in-house team to monitor activity. I personally think this is the best move for companies that are serious about using new media to reach customers. Who to better protect and promote your brand than your employees?
As part of this discussion, I came across a nugget of information in Fortune magazine (2009) that really struck me: “If Facebook were a country, it would have a population nearly as large as Brazil's. It even edges out the U.S. television audience for Super Bowl XLIII, which drew a record-setting 152 million eyeballs.”
What is it about Facebook that attracts millions of teenagers, professionals and grandparents alike? Recent Nielsen data show that when Americans go online, they spend 17 percent of their time on social network and blogging sites, particularly Facebook, nearly triple the time spent on such sites last year. I think one reason Facebook is so popular is because it offers us an easy way to reconnect with people, particularly through photographs. These images allow people to quickly share what they’ve been up to with family and friends, old and new. Plus, they’re just fun to look at. This addictive quality keeps Facebook's typical user on the site for an average of 169 minutes a month, according to ComScore. Compare that with Google News, where the average reader spends 13 minutes a month checking up on the world (Hempel & Kowitt, 2009).
All too often these days we find ourselves rushing from one meeting to the next, to soccer games and gymnastics, then home to make dinner, do some household chores and collapse into bed only to get up and repeat the process all over again. There often is little time left for friends and other interests. Facebook helps fill this void in so many of our lives. For me, it’s another avenue to stay in touch. It will never replace spending time with family and friends in person.
Still, I find it funny that no matter the environment, in person or online, some things never change when it comes to men and women. A Harvard study (2009) of social media usage, including Facebook, found the biggest usage categories are men looking at women they don't know (think the beach, the mall, a bar), followed by men looking at women they do know (repeat), while women like to look at other women they know (think of celebrations, shopping finds, new do).
What can you say? Men are from Mars; Women are from Venus.
References:
Hempel, J. & Kowitt, B. (2009, March 11). How Facebook is taking over our lives. Fortune. Retrieved October 3, 2009, from http://money.cnn.com/2009/02/16/technology/hempel_facebook.fortune/index.htm.
MarketingCharts.com Web site (2009, September). Ad Spend up 119% on Top Blog, SocNet Sites. Retrieved October 3, 2009, from http://www.marketingcharts.com/interactive/ad-spend-up-119-on-top-blog-socnet-sites-10534/?utm_campaign=newsletter&utm_source=wmd&utm_medium=textlink.
Silverthorne, S. (2009, September 14). Understanding Users of Social Networks. Harvard Business School Working Knowledge. Retrieved October 3, 2009, from http://hbswk.hbs.edu/item/6156.html.
Just curious, is the 152 million eyeballs as seen in this quote:
ReplyDelete"If Facebook were a country, it would have a population nearly as large as Brazil's. It even edges out the U.S. television audience for Super Bowl XLIII, which drew a record-setting 152 million eyeballs."
counted as individual eyeballs or pairs (aka, people)? I'm assuming pairs, but that's a weird way to say it. Or maybe it's just me that thinks about these things.
You know, I use a lot of social media sites, but I have to say, when it comes to keeping in touch with people I actually know, Facebook is my home.
I use Twitter a lot, LinkedIn, even Xing, but I use them all for networking purposes. Facebook is the only account I have (besides my abandoned MySpace page) that is truly personal. The people I'm friends with on Facebook are my family members, my best friends from high school and college. I've never met 99% of the people I'm connected to on Twitter, and Facebook is the one place where I really try not to friend coworkers or bosses. (Sometimes it really bugs me that I don't have more "real friends" on Twitter, because I like using that medium better). I want a place I can be myself, post goofy pictures or make inappropriate comments without feeling like I'll be judged unfairly.
Although, I have discovered a little tidbit of info that really helps draw the line. Facebook has the friend list feature (something Twitter *finally* adopted last week) where I can block who sees what on my profile. I created lists for acquaintances, my family, my best friends and my coworkers. That way, not too much of my personal info is out there for the world to see, but I'm also not giving anyone the cold shoulder.
If you're interested, here's step by step instructions on how to do it yourself: http://blog.us.cision.com/2009/09/managing-your-personal-and-professional-presence-on-facebook-through-friend-lists/
Sullivan, H. (2009, September 30). "Managing your personal and professional presence on Facebook through friend lists." CisionBlog. Retrieved October 8, 2009, from http://blog.us.cision.com/2009/09/managing-your-personal-and-professional-presence-on-facebook-through-friend-lists/
(2009, October 1). "Twitter to introduce 'friend lists' feature." The Telegraph. Retrieved October 8, 2009, from http://www.telegraph.co.uk/technology/twitter/6250180/Twitter-to-introduce-friend-lists-feature.html
Social media is becoming increasingly important in day-to-day business operations. Of course, I often think about how fast things are changing and with digital/social media, the new, next-best-thing is always on the horizon. And, it’s the younger generation of users who will be latching on to that technology. But, while this younger generation has already started moving away from Facebook, their parents, and even in some cases grandparents, becoming the new “faces” of such social networking sites as Facebook.
ReplyDeleteIn a recent study by iStrategyLabs, during the first half of 2009, the 35-54 age group accounted for a 190.2 percent increase in Facebook users, and those over the age of 55 accounted for a 513 percent increase (Schroeder, 2009). If those figures are even close to being accurate, that is truly amazing.
So, businesses are paying attention. In-house social media gurus are developing communications initiatives and advertising campaigns to reach this audience. The data is there and easy to obtain; businesses just have to take advantage of the opportunities presented through social media, including Facebook, LinkedIn, etc. As noted by Schroeder, “In any case, these are significant changes. If you show the same ads to Facebook users now, they will react vastly differently than they would have half a year ago. If you’re an advertiser on Facebook, you should take these changes into account and react accordingly, because your campaign might not be as effective as it was a couple of months ago.”
Schroeder, S. (2009, July 7). Facebook users are getting older. Much older. Mashable.com. Retrieved October 9, 2009, from http://mashable.com/2009/07/07/facebook-users-older/
Upon reading your post, I was struck by how busy we are, and the fact that Facebook lets us connect with those we may not be able to speak with or see frequently. Yet, to the contrary, I was having lunch with a friend today (in his late 20s), and he indicated to me that he simply does not have time to consistently log into Facebook, which has caused some rifts in his friendships. This made me wonder: how can we effectively manage all of the social media tools that are currently available to us?
ReplyDeleteWithout a doubt, we are a society that is consistently asked to do more with less. And monitoring all of your social media accounts, including Facebook and Twitter, seems to be just one more thing to add to a never-ending to-do list.
There are some people who may be able to check it just once a day or even once a week, but for those of us who work in the marketing and public relations industry we are expected to be "connected." Or, we at least feel that burden is placed upon us. This is why I found this blog posting from Alyssa Gregory so refreshing: http://www.sitepoint.com/blogs/2009/09/24/social-media-networking-time-budget/
In this blog article, she provides practical steps anyone can take to maximize his or her social media activity. From time management to how to effectively engage in social media conversations, this post covers it all. In fact, I have embraced a few of her pointers. For example, I may keep my Twitter account open all day, but I only check it after completing a task off my to-do list. It is my reward for accomplishing something, but I do limit my time on the site.
While I believe social media is a great way to stay connected, we can sometimes get wrapped up in it, and we need to remember to be disciplined in this form of communication. The steps in the above mentioned blog posting, help you accomplish just that.
I first started using social networking when I taught 8th grade English in the late 1990's. I used it as a tool for my students to collaborate with other students in different states. Since then, social networking has exploded. I have multiple accounts, but use only one as my primary communication tool: Facebook or FB as it is affectionately known.
ReplyDeleteMy son (11 years old) has multiple accounts and uses them on a regular basis...which explains why I have multiple accounts as well. I monitor his activity by lurking as an alias. If I do this, it makes me wonder how many others are doing this as well...hmmm! I do it to be proactive...I wonder about the intentions of others.
The fact is, our virtual communication is a timely, on demand tool that enables us to multi-task and still have a social life...even if it is mostly virtual.
Using Facebook as a marketing tool takes time and effort. Working with the WVDE, and as a graduate of WVU's IMC program, I am a huge supporter of new media options. I too agree that FB is a powerful social networking tool. FB has created a two way conversation between friends, causes, businesses, etc.
ReplyDeleteRecently, I set up a FB page for the WVDE. We are a very small office so we try and update the page as often as possible. But now I am questioning the real effectiveness of FB. The WVDE page is set up so I am the only person that can update, send out message, post. I felt it necessary to set up the page in this manner because I do not have the staff to monitor the page and rebut any negative statements. The problem I have with this executive decision is the fact that setting up the page with such a high level of security is an anti-IMC. FB is supposed to be about an exchange of information … two way communication online. So does having a PAGE for the sake of having a PAGE without the element of an ongoing conversation even worth it?
I am not even going to get into the issue of all public schools in WV NOT having access to FB or Twitter. That will be for another post.
For all of that parents out there, this will make you laugh:
ReplyDeletehttp://www.dump.com/2009/09/11/why-parents-should-be-banned-from-facebook/
Facebook is a great tool to keep up with friends! I have been a member for more than 2 years, but really just started using it this year. It is fascinating what people will write, often things they would not likely say to a large group.
ReplyDeleteI wasn't interested in getting on Facebook but I am involved with Junior Civitan International and was frustrated when the members were not responding to my e-mails. They said use Facebook! I did and was amazed how quickly young people respond to messages. I now check it several times a week and use it to contact my Junior Civitans.
ReplyDeleteAfter getting on Facebook, I was also amazed at how many people from my past immediately connected with me. I find it has kept me connected to many people in my past and present that we don't have the time to pick up the phone and call or go see them. Sharing pictures is another great asset with being on Facebook. I feel I am more connected with people and it is great to share the pictures, updates on what is going on with friends and family, plus chatting with people who I lost contact with and are back.
I have been getting a lot of pressure lately to join Facebook. I have a lot of friends that no longer live in the same area that I do and I'll admit that it is difficult to keep up with everyone with lives being as full as they are these days. I am starting to feel that they are more connected to each other and I'm starting to feel like I'm missing out. I have been reluctant because I am a private people and security is a concern. Since reading your blog the other day (along with numerous "friend requests" that I've been receiving), I have started to research the privacy concerns that I have and research FB more than I have in the past.
ReplyDeleteWithout being a FB member, my impression is that it is a tool primarily designed for social networking.
I too just joined Facebook. I do like the instant contact with friends and family, but I also get aggravated with everybody wanting you to join their cause and submit your feedback. I know it sounds lazy, but its hard to believe that I have about 169 minutes of free time to chat online, especially with three children.
ReplyDeleteThanks for enlightening me on the usage if Facebook.
Great perspective! I love FB!
ReplyDelete