friends, connections and tweeps: an overview of social media’s “big 3”
DESCRIPTION
There is a lot of buzz around social media. Unfortunately, there is not a lot of understanding of the many social media platforms. This presentation seeks to answer the following questions. Which platforms are the ones that matter, have active users, and are likely to still exist in five years? What is the difference between these platforms? How are people are using them to connect with friends, colleagues and companies? How are companies are using them and how are their brands being represented?TRANSCRIPT
Friends, Connections and TweepsAn Overview of Social Media’s “Big 3”
Michael RyanInteraction Designer@ryaninteractive on Twitter
Presentation Overview
• Overview of Social Media
• The Big 3
• Communication and Privacy Strategies
• Social Media and Brands
Ask questions at any time!
204/10/2023
What Are People Doing Online?
304/10/2023
Social Media Benefits
• Breaks news
• Provides information dissemination
• Filters information for users
• Builds community around people, brands and events
• Supplies conduit for consumer input and commentary
404/10/2023
(Cohen, 2009)
(Elliance, 2008)
The Most Popular Social Media Websites
“The Big Three”
300 million users
50 million users
50 million users
504/10/2023
(Hitwise, 2009)
The largest social media site
• Facebook is the most used social network by worldwide monthly active users
• On Facebook, users can create profile pages, post status updates, share photos, videos and communicate with “friends”
• Features include groups, event scheduling and games
• Active developer community for applications
• Less professional, more personal friendships
604/10/2023
(Gualtieri, 2009) (Kazeniac , 2009)
News Feed (Home)
704/10/2023
Profile Pages (Wall)
804/10/2023
Fans (Super Friends)
904/10/2023
Groups
1004/10/2023
Facebook Stats
• 150 million users log on to Facebook at least once a day
• Average user has 130 friends on the site
• 55% Female, 45% Male
• 2/3 outside college
• Mobile Facebook users are almost 50% more active on Facebook than non-mobile users
• Facebook has 15 billion photos, 10 million videos
• 1 billion pieces of content (web links, news stories, blog
posts, notes, photos, etc.) are shared each week
1104/10/2023
(Facebook, 2009) (Wroblewski, 2009b)
The world's largest professional social network
• Search for colleagues, former colleagues, classmates, and network
• Recommendations, groups, private messaging and other features
• Find guest speakers, co-authors, consultants, etc.
• More professional contacts
1204/10/2023
(Gualtieri, 2009)
Profile
1304/10/2023
Connections
1404/10/2023
Companies
1504/10/2023
Groups
1604/10/2023
“It’s Who You Know”
1704/10/2023
Many Have Heard of Twitter, but…
1804/10/2023
“Which of the following best describes your familiarity with Twitter?”
I've tried Twitter, but don't use it regularly,
8%
I've heard of Twitter, but I've never used it,
76%
I've never heard of Twitter, 9%
I follow Twitter updates from others, but I've never written any
myself, 4%
I use Twitter regularly; I write and follow others'
updates, 3%
Source: Forrester Research North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US)
(Gualtieri, 2009)
“What are you doing” (in 140 characters or less)
• Easy to use messaging service built on texting model; open to many uses
• “It’s like a cocktail party where you can talk to anyone but they might not talk back… except everything you say is saved and searchable” (Gualtieri, 2009)
• Ask questions and get “quick, specific, helpful answers” (Ledwell & Kaniasty, 2009)
• “I like Twitter because it offers a broader conversation than Facebook. It's a great vehicle for connecting with a large number of people.” (McCord, 2009)
• Many add-ons. Link to photos (TwitPic). Send status to Facebook/LinkedIn. Create polls, etc.
• Can be professional or personal contacts
1904/10/2023
Profile
2004/10/2023
@username
ReTweet
Who I am Following
Feed
2104/10/2023
Hash Tags
Reply to TweetsCan also Direct Message (DM)
#HashTags
2204/10/2023
Trending Topics
(Chong 2009)
Brands on Twitter
2304/10/2023
Brands on Twitter
2404/10/2023
Twitter Stats
• 26 million Tweets per day (6 million contain URLs)
• 5% of Twitter users account for 75% of all activity
• Average Twitter user has 42 followers
• Content within Twitter posts can be classified as• 40.5% Pointless babble
• 37.5% Conversational
• 8.7% Pass-along value
• 5.85% Self promotion
• 3.75% Spam
• Only one quarter of US Internet users are under 25
• 53% Female 47% Male
• More than 50% of all updates are published using tools, mobile and web-based
2504/10/2023
(Moore, 2009) (Owyang, 2009) (Signorini, 2009) (Wroblewski, 2009a)
My Contact Types by Platform
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FriendsColleaguesCompaniesStrangers
2604/10/2023
(following)
Intimate Offline
Conversation
More Private IM, Email
Friendly, Playful
Professional
None, General
How Should You Communicate?
Communication Style Audience Platform
2704/10/2023
Spouse
Partner
Family
Close Friends
Friends
Colleagues
Strangers
Private Messages
INT
IMA
CY
Privacy
2804/10/2023
Brands are Active on Social Media
Businesses turning customers into “fans”
• 46% of social media users have recommended or talked about a product or brand on Facebook
• 44% have done the same on Twitter
• 20% of all Tweets mention specific brands or products
• 40% of customers have “friended” a brand
• 26% followed a brand on Twitter
• 44% of Twitter followers are looking for deals
2904/10/2023
(Palmer, 2009) (Schmitt, 2009)
Fortune 100 Twitter Use
3004/10/2023
(Lavrusik, 2009)
Low number of followers
Social Media Identity Theft
3104/10/2023
Search for “Serion” on
Unauthorized Groups
500+ “Coke” groups on Facebook
3204/10/2023
Unauthorized Groups
3304/10/2023
157K members
Unauthorized Groups
3404/10/2023
Twitter Personas
3504/10/2023
What’s next?
3604/10/2023
3704/10/2023
Appendix A: References• Chong, S. (2009) 20 Hilarious Twitter Comic Strips. Penn Olson. Retrieved November
18, 2009, from http://www.penn-olson.com/2009/10/18/20-hilarious-twitter-comic-strips/ • Cohen, H. (2009) Social Media Is Changing the Content Marketplace. ClickZ. Retrieved
November 11, 2009, from http://www.clickz.com/3634076 • Elliance. (2008) Search Benefits of the Blogosphere. Retrieved November 11, 2009,
from http://searchengineoptimization.elliance.com/search-marketing-resources/seo-infographics.aspx?title=Search-Benefits-of-the-Blogosphere&Category
• Facebook. (2009) Statistics. Retrieved November 11, 2009, from http://www.facebook.com/press/info.php?statistics
• Gualtieri, L. (2009) Social Media Strategies. From Boston CHI meeting on 10/13/09.• Hitwise. (2009). Top 20 Sites & Engines. Retrieved November 16, 2009, from
http://www.hitwise.com/us/datacenter/main/ • Kazeniac A. (2009). Social Networks: Facebook Takes Over Top Spot, Twitter Climbs.
Compete Retrieved November 18, 2009, from http://blog.compete.com/2009/02/09/facebook-myspace-twitter-social-network/
• Lavrusik, V. (2009) STUDY: Most Fortune 100 Companies Don’t Get Twitter. Mashable. Retrieved November 18 2009, from http://mashable.com/2009/11/17/fortune-100-companies-twitter/
• Ledwell, J., Kaniasty, E. (2009). Tips from Two Tweeps: How User Experience Pros Find Value on Twitter. From UPA Boston: Usability and User Experience Conference on 5/26/09.
• McCord, M. (2009) New social media class at UNH: UNH offers business class on how to use Facebook, Twitter. Seacoastonline.com. Retrieved November 18 2009, from http://www.seacoastonline.com/articles/20091115-BIZ-911150333
3804/10/2023
Appendix A: References• Moore, R. (2009) Twitter Data Analysis: An Investor’s Perspective. TechCrunch.
Retrieved November 11, 2009, from http://www.techcrunch.com/2009/10/05/twitter-data-analysis-an-investors-perspective/
• Owyang, J. (2009). A Collection of Social Network Stats for 2009. Web Strategy. Retrieved November 11, 2009, from http://www.web-strategist.com/blog/2009/01/11/a-collection-of-soical-network-stats-for-2009/
• Palmer, A. (2009). Social Media Users Tout Brands: Almost half of Facebookers, Tweeters use networks to talk about products and brands. Adweek. Retrieved November 11, 2009, from http://www.adweek.com/aw/content_display/news/client/e3i8875589fada415ac24453382c553f4da
• Schmitt, G. (2009). FEED: The Razorfish Digital Brand Experience Report. Retrieved November 11, 2009, from http://feed.razorfish.com/downloads/Razorfish_FEED09.pdf
• Signorini, A. (2009). Twitter receives 26M tweets per day, 22% are URLs. Tech Research and Life. Retrieved November 11, 2009, from http://deepintech.wordpress.com/2009/10/21/twitter-receives-26m-tweets-per-day-6m-are-urls/
• Wroblewski, L. (2009a, August, 17). Data Monday: Twitter Stats. Functioning Form. Retrieved November 11, 2009, from http://www.lukew.com/ff/entry.asp?871
• Wroblewski, L. (2009b, September, 7). Data Monday: Facebook Stats. Functioning Form. Retrieved November 11, 2009, from http://www.lukew.com/ff/entry.asp?882