Wednesday, December 22, 2010

Is your social strategy shifting along with the audience? 6 new data sources

Audiences are shifting, and social media shifts along with them.  I've been collecting new data reports on how audiences are using social sites in the past few weeks, so you can start 2011 with a new playlist that will cater to the fan favorites. Here's what your readers, users and sharers are focused on:
  1. Twitter is maturing and its users are changing their sharing habits. Brian Solis analyzes a new report from monitoring service Sysomos that looks at the new directions in great detail (it's a long post with lots of charts, so make sure you give this one the time it deserves.  Among the changes:  The majority (73 percent) provide a detailed name or descriptor, up from just 33 percent last year; 45 percent share a URL in their profiles, up from 22 percent last year. And the majority now want you to know their location, a big jump from last year.  It's seen as a sign the site is getting more personal, among other things.
  2. Facebook users update their status one-fifth as often as Twitter users:  All Facebook has the details: "just over half of all Tweeple update their statuses daily while a little more than one out of every ten Facebookers do so every day."  There's much more here, particularly in the differences between the two audiences' preferences for following brands and other marketing implications.  It'd be wise to think this report through while keeping in mind the actual numbers, since Twitter is not only a smaller universe, but the percentage of those updating frequently is tiny. Use the Sysomos report above as a barometer. But in case you're worried about Facebook, don't be: All Facebook also uses new stats to assure us that Facebook is still on fire.
  3. Got a corporate blog? Publish early and socialize late:  Social Times teases out more metrics about timing your posts, and thinks it's found the sweet spot to boost your page views *and* social sharing. The trick is that they happen at different times of day, based on audience activity.
  4. But are these really mass-market audiences? Forrester thinks so in this post with four signs that social media is a mass medium.  Some comparisons are made with television viewing, email and other traditional media.
  5. But wait!  Pew's latest research suggests everyone uses email and it's blogging that's on the wane. (Forrester cites data that email use is diminishing compared to social media use, which includes blogging.)  The real answer: It depends what age group you're talking about. There's an extensive chart detailing which generations and age groups use which media, and you'll want to take the time to compare this information with what you know about your own audiences. 
  6. Hold that space for data to come:  Publishing site Scribd, as of November, offers a new set of statistics about your readers, available to anyone who's uploaded content to the site.

Clip to Evernote

Subscribe to For Communications Directors, my free monthly newsletter, which features content before it appears here on the blog.  Then head over to don't get caught on Facebook, where you'll see new social media trends, technology and communications issues as they crop up during the week--and great conversations with our community of communicators.

No comments: