Posts Tagged ‘social networking


McCann on the growing importance of social media

Universal McCann just released their Wave 3 report on the increased importance of social media to online users:

  • 73% of internet users have read a blog (21% read a blog daily)
  • 27% of blog readers read blogs about products and brands
  • 26% of US users have begun a blog
  • 36% of users think better of a company that has a blog
  • 32% trust bloggers’ opinions on products and services
  • For the 184 million bloggers worldwide, the #1 blog topic is personal and family life
  • 57% of users have joined a social network
  • 55% of users have uploaded a photo

And then there’s the great insight that users are turning their social networking pages into ways to organize their online experiences.

However, the McCann survey also finds some insights I don’t agree with. One, they argue that blogs are “an accurate barometer of consumer opinion” which I think overreaches. Their own numbers show that only a quarter of users write blogs, and less than a third of users trust their opinions.

Additionally I think they overgeneralize when saying that bloggers appreciate advertisements for the credibility they lend to their site. This seems like wishful thinking, and overlooks the conflicts inherent in what is usually an almost completely uncontrolled ad platform–how many political blogs have been forced to apologize for automatically generated ads for products, services, or candidates they don’t support?

Read the whole Universal McCann Wave 3 PDF.


@ consumers – follow me on twitter

Paull Young posted on his blog recently about how twitter can be more than just random blurbs about where people are eating or what airport they’re waiting in. He cites examples of how a twitter conversation turned into a third party agreeing to post a blog on a new blog site for a company he works with (Graco), and how a tweet from a web site follower helped them fix a link in minutes outside of office hours. Another post by Doug

If there is one thing you need to remember about this space—keep in mind that it’s never about the tools. it’s about how people use them. It’s about the interactions.

Will it be only a matter of time before Twitter becomes a series of billboard ads, or will brands be able to have an effective conversation with consumers that add value – in 140 characters or less?