E-cards and Animation Can Make Christmas Shopping Fun

With Thanksgiving just days away, it’s hard not to think about the holidays. After the turkey, pumpkin pie and football are over, it’s time for shopping. Black Friday, the day after Thanksgiving, has historically been one of the busiest shopping days of the year. Online shopping also has gained momentum with the Monday after Thanksgiving becoming the busiest online shopping day of the year and earning the moniker Cyber Monday.

In an attempt to make their messages stand out in increasingly cluttered online mailboxes this holiday season, a number of retailers are using digital greeting cards to entice customers into their stores. For the fourth year in a row, OfficeMax has teamed up with JibJab with the “Elf Yourself” (http://www.elfyourself.com/) holiday card promotion. About 35 million “Elf Yourself” cards were sent in 2008, according to OfficeMax (2009). Since 2006, the seasonal site has attracted 284 million visits in what some consider the most successful social-media marketing campaign that the Web has seen so far (McCarthy, 2009).

“ElfYourself” allows visitors to the Web site to affix their head, their family members' or even their boss’s to a dancing elf body put to music, ranging from hip and hop and disco to country and holiday classics. This year, Facebook and Twitter have joined in, allowing fans to tweet a link to their video creations or share them on their Facebook profile, or e-mail or embed the videos on their own Web sites. In addition, the site allows users to sign-in with Facebook Connect to find headshots from their own photo albums or their friends' (McCarthy, 2009). Those happy with their creations, can order merchandise featuring the elfin video for $4.99 to play back after the holidays or transfer it to an iPhone. Otherwise, the video expires once the holiday season has ended. Such changes promise to attract even more visits this year (Warren, 2009).

Check out this card on YouTube:



The concept of animated digital greeting cards is one that Deb Shops could use as well. But instead of elves dancing around in traditional red and green regalia, site visitors could create videos with characters wearing Deb formal wear, holiday favorites or other select fashions. Such a site would particularly appeal to Deb’s target audience, young women ages 13 to 25. The video would allow want-to-be models to try out the runway in a non-threatening, fun way.

Animation adds a sense of whimsy to holiday shopping that will attract young and older buyers alike. It adds movement to an otherwise static object. At holiday time, Deb shoppers will include many shopping for young friends and relatives, shoppers who normally may not find themselves among Deb customers. This is one way to garner attention and help Deb stand out among the clutter.

At a time when budgets are especially tight, animated e-cards and videos like "Elf Yourself" are proving more popular than ever. ComScore data recently reported that the category received a seasonal boost in traffic in October, thanks to Halloween, Boss's Day and Sweetest Day. The sector attracted 21.9 million Americans, a 15 percent increase from September, making e-cards the top-gaining category for the month (MarketingVox, 2009).

Deb could benefit from such a popular social media tool as "Elf Yourself," which has proven it can attract millions of visitors, many of whom also become customers.

References:
McCarthy, C. (2009, November 9). “Elf Yourself” Returns with Facebook and Twitter Power. Retrieved November 23, 2009, from http://news.cnet.com/8301-13577_3-10393998-36.html.

MarketingVox.com (2009, November 23). Retailers Enlist E-card to Cut Through Crowded Inboxes. Retrieved November 23, 2009, from http://www.marketingvox.com/retailers-enlist-e-cards-to-cut-through-crowded-inboxes-045574.

Warren, C. (2009, November 10). Elf Yourself Returns for 2009 with Easy Twitter and Facebook Sharing. Retrieved November 23, 2009, from http://mashable.com/2009/11/10/elf-yourself-2009.

YouTube.com (2008, November 20). Retrieved November 23, 2009, from http://www.youtube.com/watch?v=Cc1BzHMsmpM&feature=related.

Facebook Fans Say They Want Discounts Not Conversation

Deb Shops Facebook Fan Amanda Wilson proclaims in her posting, “Debs should post coupons to use in the stores on the Facebook page!” She’s not alone in what she says she wants.

A new study released this week from Razorfish on consumer behavior, suggests all consumers really want from their favorite brands on social media is a good deal. FEED: The 2009 Razorfish Digital Brand Experience Report, posted November 8 on Media Post News (Walsh, 2009), surveyed 1,000 connected consumers about their attitudes toward social media marketing and how digital is changing the way they interact with brands.

The survey found that promotions and discounts were primary drivers of friending a brand for 37 percent of Facebook and MySpace users and 44 percent of Twitter users. The report points to companies such as Starbucks, which has amassed nearly 5 million fans and soared to the top of Facebook brand pages by offering coupons for free pastries and ice cream, and Dell, which has earned kudos for generating $3 million in sales from its Dell Outlet through Twitter.

The findings suggest social media marketing isn't so much about boosting brand awareness as enticing users with concrete offers. Garrick Schmitt, Razorfish group vice president of experience planning and editor of the study, said "That to me is a big 'Aha! What we're finding is that with Facebook and Twitter, marketers are assuming some deeper dialogue, but what's really going on is – people want deals" (Walsh, 2009).

Such results suggest that The Cluetrain Manifesto: The End of Business as Usual, released 10 years ago, may have missed the mark when it declared “markets are conversations” (Levine, Locke, Searls, and Weinberger, 1999). This series of 95 truisms about marketing in the Internet era almost immediately attracted a cult-like following, serving as a precursor to what we today know as blogs, Twitter, Facebook and other social media.

An excerpt reads, “A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter – and getting smarter faster than most companies. These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking” (Cluetrain.com, 2009).

While consumers still value open and honest conversations, they also want something for their time in the form of a discount. The Razorfish survey is important to retailers like Deb because companies that use social media effectively are creating loyal customers. Razorfish found that the overwhelming majority of consumers who actively engage with a brand, by following them on Twitter or entering a contest such as Deb Shops Ultimate Prom Makeover Sweepstakes for example, can evolve from passive reactors to advocates almost instantaneously (Walsh, 2009). Such contests not only attract consumers but can be used to build databases by asking for op-in data, including e-mail addresses, Facebook fan status and cell phone information that can be used in other marketing approaches.

On average, 97 percent report increased brand awareness; 98 percent show increased consideration; 97 percent will likely purchase a product from the brand; and 96 percent may recommend the brand to their friends. Perhaps more importantly, 64 percent of consumers report making a first purchase from a brand because of a digital experience (Walsh, 2009). Read more about the study at http://feed.razorfish.com/.

To retain and add customers, Deb needs to shift focus from brand awareness and impressions to create campaigns that drive people to make purchases and spread the word to friends about products they buy. Deb is taking steps in this direction. For example, the same day that Wilson suggested a coupon, Deb announced its first Happy Hour special. Shoppers who bought a sweater between 7 p.m. and 11 p.m. got free leggings (Facebook.com, 2009). This is an interesting approach but it is limited to a specific item. A coupon, on the other hand, could have more wide-spread appeal because the decision about what to buy is in the consumers’ hands.

In addition, Deb could benefit from an increased presence on Twitter. To date, Deb is only mentioned on other sites, such as coupon sites. A new study released by Performics, the marketing arm of Publicis Groupe's VivaKi Nerve Center, and ROI Research, an analytics and technology firm suggest such inactivity is a poor marketing move (Sullivan, 2009). The study found that nearly 50 percent of people who saw a brand's name on Twitter went to a search engine to look for the product (Sullivan, 2009). The findings, presented at Ad:Tech, noted that about 44 percent of Twitter users have recommended a product on Twitter and 39 percent have discussed a product on Twitter (Sullivan, 2009). Twitter has evolved into one of the hottest social media platforms available and should part of Deb’s marketing arsenal.

References:
Levine, R., Locke, C., Searls, D., and Weinberger, D. (1999). The Cluetrain Manifesto. Retrieved November 4, 2009, from http://www.cluetrain.com/.

Sullivan, L. (2009, November 5). Consumers More Willing To Share Brand Info On Social Networks Than Previously Thought. Media Post News. Retrieved November 6, 2009, from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116866.

Walsh, M. (2009, November 7). Razorfish Study: Special Offers Drive Engagement In Social Media. Media Post News. Retrieved November 9, 2009, from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117008.

Wilson, A. (2009, November 8). Facebook.com posting. Retrieved November 9, 2009, from http://www.facebook.com/debshops#/debshops?v=wall.

Deb Could Better Use Social Media to Reach Teen Consumers

Every generation of teenagers believes it is unlike any that came before. In some respects they are right. Today’s kids never knew a world without the Internet. To them, control, alt, delete is as familiar as learning their ABC’s. Today’s teens also are part of a generation with access to more money and the free time to spend it.

The Teens Market in the U.S. Report (2009) predicts the market for products bought by and for the 25.6-million-member teen market is expected to increase from $189.7 billion in 2006 to $208.7 billion in 2011, despite an estimated 3 percent decline in the teen population (Marketing Charts, 2009). Specifically, teen girls account for a healthy portion of the billions that teenagers funnel into the economy. They also are receptive to advertising in traditional places as well as alternative media, making social media an important marketing tool for businesses serving the teen market (PRWeek, 2003).

One such company, Deb Shops, specializes in junior and plus-sized merchandise in sizes 0 to 26 for young women ages 13 to 25. The low-cost mall retailer operates more than 340 stores in 43 states as well as an online store (Debshops.com, 2009). With roots dating back to the 1930s, Philadelphia-based Deb Shops, according to its corporate Web site “is focused on providing current fashion and compelling values” and strives “to guide young women with dependable advice and empower them with current fashion and styles that fit both their figure and budget" (Debshops.com, 2009).

According to Quantcast (2009), 64 percent of Deb customers are female; 45 percent between the ages of 13 and 17; 84 percent are white; and 60 percent are from families earning between $30,000 and $100,000 a year.

In 2008, Deb Shops had no online presence (Krol, 2009). Its Web site was information-based rather than product-based. A year later, the retailer’s first foray into e-commerce is considered a success (Krol, 2009). In addition to building an e-commerce site, Deb began collecting e-mail addresses in its bricks-and-mortar point-of-sale system, and started using affiliate programs to drive site traffic, paid search and SEO, banners and targeted media, and partnerships with established brands where it makes sense Prior to the site launch, Deb Shops had a file of 60,000 names, most of which were old and dormant. Since the site launched in February, the database rocketed to more than one million opt-in names (Krol, 2009).

The retailer partnered with Seventeen magazine on its first campaign for prom, linking to the publication's Web site to jointly promote a contest. That added exposure enabled Deb Shops to build its database more quickly and drive more customers to the site. Deb also partnered with Jay McCarroll, winner of the fashion-focused reality show Project Runway to promote homecoming events.

Deb has a presence on Facebook, MySpace, LinkedIn and YouTube. But despite its extensive store network, the Facebook site, for example, only has 6,400 fans as of November 2, 2009 (Facebook.com, 2009) and the YouTube site had just 146 subscribers and 2,991 views (YouTube, 2009). Given Deb’s demographics, the online world offers many opportunities to improve its marketing efforts. In addition, since Deb customers are heavy cell phone users who text more often than they talk on the phone, the retailer could benefit for experimenting there.

Deb’s principal competitors, according to Quantcast (2009) include Charlotte Russe Holding, Inc.; Gap Inc.; Hot Topic Inc.; Limited Brands, Inc.; Target Corporation; and The Wet Seal, Inc. Looking at Facebook alone, Deb has the fewest fans of any of its competitors. Compare Deb's 6,400 fans to Target's 568,000 and The Gap's 475,000. While these two stores also attract buyers outside Deb's target audience that Deb isn't likely to reach, Deb's other competitors with similar demographics also have better numbers. For example, Hot Topic has 87,000 Facebook fans; Charlotte Russe, 57,000; Wet Seal, 28,000; and The Limited, 17,300 (Facebook.com).

All in all, social media offers businesses like Deb an opportunity to create two-way communication with customers. While Deb has recognized the benefits of social media, the company could do a better job of reaching out to customers through this valuable marketing tool. Over the next few weeks, I plan to make social media marketing suggestions that I beleive will help Deb better communicate with and attract the teen consumer.

References:
Debshops.com. Retrieved November 2, 2009.

Facebook.com. Retrieved November 2, 2009.

Knight, K., 2007, January 8). Study: Most Teen Girls Are On Social Network Sites: Teens are rushing to social networking sites. BizReport. Retrieved November 2, 2009, from
http://www.bizreport.com/2007/01/study_most_teen_girls_are_on_social_network_sites.html.

Krol, C. (2009, September 14). Deb Shops' First Foray into E-commerce Ends Up a Success. Retrieved November 2, 2009, from http://www.netplusmarketing.com/netplus-news/news-article.cfm?id=77.

Marketing Charts (2009, September 17). Millennials Highly Receptive to Permission-Based E-mail. Retrieved November 27, 2009, from http://www.marketingcharts.com/direct/millennials-highly-receptive-to-permission-based-email-10410/?utm_campaign=newsletter&utm_source=wmd&utm_medium=textlink.

PR Week (2003). MEDIA ROUNDUP: Growing Teen Sector Finding Room for More Than Fluff. Retrieved September 26, 2009, from http://www.accessmylibrary.com/coms2/summary_0286-23149680_ITM.

Quantcast (2009, October 16). Debshops.com Demographics Summary. Retrieved November 2, 2009, from http://www.quantcast.com/debshops.com/demographics#summary.

The Teens Market in the U.S. Report. Retrieved November 2, 2009 from http://www.marketingcharts.com/interactive/teen-market-to-surpass-200-billion-by-2011-despite-population-decline-817.

YouTube.com. Deb Girl Model Search. Retrieved November 2, 2009, from http://www.youtube.com/user/DebShops#p/c/2069B3E8D4BCDC67.

Marketers Take Note -- If You Can't Protect It, Don't Collect It

As I was doing my weekly grocery shopping this week, I picked a couple bags of candy for Halloween. I don’t have many Trick-or-Treaters in my neighborhood but I never want to be caught empty-handed so I usually opt for the favorites like Reese’s Peanut Butter Cups, made by Hershey Foods. It has been America’s favorite treat for years, mine, too.

While doing research for my Introduction to Digital Marketing Communications class this week, I learned that Hershey was one of at least 10 businesses that have been fined in recent years by the Federal Trade Commission for violating the federal Children’s Online Privacy Protection Act (The Associated Press, 2003, Dobrow, 2006). The FTC in 2003 fined the chocolatier $85,000 for collecting personal information from children on one of several Web sites that market candy and for posting the names and hometowns of children who won online contests, all without receiving proof of parental consent (The Associated Press).

The Children's Online Privacy Protection Act (COPPA), passed in 1998 and adopted in April 2000, restricts the online collection of personally identifiable information from children under the age of 13 (Simmons, 2007). To legally collect such personal information, businesses must obtain verifiable parent consent, provide a means for a parent to review the information, not make providing such information a requirement to participate in a game or collecting a prize, and maintain procedures to protect the confidentiality of information that is collected (Simmons).

No doubt children today are much more techno-savvy than many adult. Yet, nearly a decade after COPPA became law, privacy and kids’ marketing remains a key area of debate in the online world. Lillie Coney, associate director of the Electronic Privacy & Information Center, said the fact that addresses, birthdays and other information can be retained cheaply and easily for decades is reason enough that no data on any minor child should be retained in any database, period (Dobrow). “Young people are not cautious about the information they share with others,” Coney said. “Parents know to tell their kids not to give an answer if a stranger walks up to them and says, ‘Where do you go to school?’But that's exactly what's happening to them on the Internet.”

Although reputable marketers do not set out to harm children, there are those who seek to blur the lines or ignore them altogether, making laws like COPPA necessary. Marketers of child-driven products and other more-widespread services would be wise to follow the law and protect their customers. Failure to do so could ultimately lead to the loss of a marketer’s greatest asset – access to private customer information.

References:
Dobrow, L. (2006, March 13). Privacy Issues Loom for Marketers; Creating Relationships with Kids Under Age 13 Presents Sticky Situations. Advertising Age. Retrieved October 21, 2009, from http://www.lexisnexis.com.www.libproxy.wvu.edu/us/lnacademic/results/docview/docview.do?docLinkInd=true&risb=21_T7671641039&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T7671641048&cisb=22_T7671641047&treeMax=true&treeWidth=0&csi=8093&docNo=1.

Dolnicar, S. & Jordaan, Y. (2007). A Market-Oriented Approach to Responsibly Managing Information Privacy Concerns in Direct Marketing. Journal of Advertising. 36(2). Retrieved October 21, 2009, from http://web.ebscohost.com.www.libproxy.wvu.edu/bsi/pdf?vid=6&hid=112&sid=49535893-727d-440b-a765-a7f358edac23%40sessionmgr110.

McCarthy, M. (2009, October 8). Halloween Candy Favorites: What Are America's Top Picks for Trick-or-Treat Candy Brands? Suite101.com. Retrieved October 21, 2009, from http://homemanagement.suite101.com/article.cfm/halloween_candy_favorites.

Simmons, C. (2007). Protecting Children While Silencing Them: The Children's Online Privacy Protection Act and Children's Free Speech Rights. Communication Law and Policy. 12 (2). Retrieved October 21, 2009, from http://web.ebscohost.com.www.libproxy.wvu.edu/bsi/detail?vid=5&hid=112&sid=49535893-727d-440b-a765a7f358edac23%40sessionmgr110&bdata=JnNpdGU9YnNpLWxpdmU%3d#db=buh&AN=25183468#db=buh&AN=25183468#db=buh&AN=25183468.

The Associated Press (2003, February 28). Hershey Fined for Violating Children's Privacy Act. Retrieved October 21, 2009, from http://www.lexisnexis.com.www.libproxy.wvu.edu/us/lnacademic/results/docview/docview.do?docLinkInd=true&risb=21_T7671393592&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T7671394102&cisb=22_T7671394101&treeMax=true&treeWidth=0&csi=304481&docNo=5.

So long old friend ... Gourmet to cease publication

I found out this month that I’m losing a friend. Publishing giant Conde Nast announced it was ceasing publication of Gourmet magazine because of financial reasons. In circulation since 1941, Gourmet provided not only recipes and tips but commentary on a variety of food issues. Conde Nast has decided instead to keep Gourmet’s less fancy sister publication, Bon Appétit, which has more readers. While I enjoy both publications, I will miss Gourmet.

My love for food and cooking is a relatively new hobby. It started a few years ago when a couple friends were going through divorces. We decided to get together once a month, talk about our problems, share some food and some wine. Our little Supper Club has been going on more than 10 years now. None of us were experts when we started by any stretch of the imagination. But each month we would pick a theme, head to our cookbooks or Internet sites like Gourmet’s Epicurious, find an interesting recipe and try it for nonjudgmental friends. Sometimes the recipes were great; sometimes not. Along the way, we honed our culinary skills and deepened our friendships, something many of us could use a little more of in today’s hustle and bustle world.

I found myself reminiscing about Gourmet this week while doing some research for my Digital Marketing Communications class. My classmates and I were charged with comparing the media kits of two similar magazines. Of course, I looked at two cooking publications. Instead of Gourmet, my old faithful, I turned to two newer friends — Cooking Light and Every Day with Rachael Ray. While doing my research, I was surprised to learn the average reader of both magazines is a 40-something married woman earning between $73,000 and $75,000 a year. There are so many people who could benefit from the health tips in these magazines. Unfortunately, the reality is that many families who would benefit the most are the ones who can ill-afford a monthly magazine subscription, which is why, I suspect, the monetary demographics are what they are.

I can’t help but like Cooking Light and Every Day with Rachael Ray. Both of these magazines provide quick, mostly healthy, balanced, flavorful meals. I’ve had some health issues in recent years and enjoy trying out the healthier recipes both publications offer. Still, I’ll keep my favorite Gourmet recipes around. Here’s a popular one at my house: Pork Tenderloin with Apricot Mustard (http://www.epicurious.com/recipes/food/views/Pork-Tenderloin-with-Apricot-Mustard-238677). Add a tossed salad, some green beans or asparagus, roasted potatoes, bread, a bottle of wine, a few friends, and enjoy. And think about Gourmet when you do.

References:
Cooking Light Media Kit. Retrieved October 14, 2009, from http://www.cookinglight.com/magazine/media-kit-00400000033153.

Every Day with Rachael Ray Media Kit. Retrieved October 14, 2009, from http://www.rachaelraymag.com/Help/advertise-with-us-information.

Roberts, J. (2009, October 8). Just How Much Did Conde Nast Lose? Ad revenue at the high-end magazine company may drop by $1 billion by year's end. Retrieved October 16, 2009, from http://www.newsweek.com/id/216921.

An Apple a Day? Is It for Me?

I think I want an iPhone. Or do I? All the new touchscreen phones are confusing me. Still, since 2007 when Apple introduced its first iPhone, the sleek palm-sized computer that doubles as a cell phone has captured about 19 percent of the Smartphone market in the United States. While the iPhone has set many firsts in the cell phone market, it shares a common component with phones made by a competitor. The iPhone and Smartphones made by Korean electronics giant Samsung all run on the same Samsung-made processors (Crothers, 2009).

This common denominator has helped Samsung become a major player in the wireless market and set the stage for Samsung to launch an effort to follow in Apple’s footsteps. Samsung, one of the largest mobile phone providers in the United States, last month launched its own mobile applications store in Europe (http://www.samsungapps.com) with plans to expand to 30 countries through 2010. The apps are compatible with phones running the Symbian or Windows Mobile operating system (Kolakowski, 2009). Samsung opened its app store with about 300 applications and plans to expand to about 2,000 by the end of the year (Kolakowski). Samsung hopes its app store will help it capture a slice of the mobile-application pie that has been led mostly by Apple's App Store for iPhones and iPods.

Juniper Research estimates mobile application downloads will reach 20 billion annually by 2014 (Adhikari, 2009). Mobile data consumption continues to grow at a rapid pace, with data services now representing a quarter of total U.S. operator revenues, which topped $19.4 billion in the first half of 2009 (Ankeny, 2009). Wireless subscribers in the U.S., which now total 276.6 million, transmitted 740.3 billion text messages in the first half of 2009, about 4.5 billion messages per day (Ankey). With those kinds of numbers on the line, it’s no wonder Samsung and other mobile providers are doing what they can to increase their share of the ever-growing mobile pie. Now which one to buy???

References:
Adhikari, R. (2009, August 31). Samsung Leaps Into App Store Arena. E-Commerce Times. Retrieved October 7, 2009, from http://www.ecommercetimes.com/story/68002.html?wlc=1254969627.

Ankeny, J. (2009, October 7). U.S. mobile data revenues close to $20B the first half of this year . FierceWireless.com. Retrieved October 7, 2009, from http://www.fiercewireless.com/ctialive/story/u-s-mobile-data-revenues-close-20-billion-h1-2009/2009-10-07.

Averitt, M. (2009, October 7). Samsung Mobile Announces Comprehensive Commitment to Deliver Support, Innovation and Services to Enterprise Market. Retrieved October 7, 2009, from http://finance.yahoo.com/news/Samsung-Mobile-Announces-bw-2158629657.html?x=0&.v=1.

Crothers, B., (2009, September 18). Samsung's 'Apple' Chip Rides iPhone Market Gains. Cnet.com. Retrieved October 7, 2009, from http://news.cnet.com/8301-13924_3-10356877-64.html.

Jones, A. (2009, July 30). Samsung Launches Samsung Application Seller Site. IT Business Edge. Retrieved October 7, 2009, from http://www.itbusinessedge.com/cm/community/news/mt/blog/samsung-launches-samsung-application-seller-site/?cs=34556.

Kolakowski, N. (2009, August 31). Samsung Application Store to Compete Against Windows Mobile, Apple App Store. Eweek.com. Retrieved October 7, 2009, from http://www.eweek.com/c/a/Mobile-and-Wireless/Samsungs-New-App-Store-Looks-to-Compete-Against-Windows-Mobile-Apple-App-Store-782741.

What is it about Facebook???

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.