This week in social media…
Last week we mentioned a study that showed mothers, more than others, had the most brand influence in social media. This seemed in line with the general consensus that middle-aged women in the 45-54 age range, specifically, dominate social media (they are known to use social media more than any other group to stay in touch with friends, and are also strong contributors to consumer reviews).
But new data by Netpop Research suggests the landscape is changing. Age, not gender, is driving social media. Looking at those who used the following social media sites in the past week–Facebook, YouTube, Wikipedia, Twitter, and Yelp– men, ages 18-34 lead the pack in 4 out of 5 (Facebook is evenly used by all, and often). On average, younger Facebook users have two times more friends that older users, but there is virtually no difference between men and women. The 18-24 age group also spends the most time using social media per week of all age groups (25%). And while it is clear that younger people are trailblazing social media, it’s not clear just what they are gaining — according to the study younger women spend the least amount of time (among the four age groups) using social media to find information. Come on, girls!
Social Media gaming powerhouse Zynga announced this week a plan to start using real money in some of its gaming apps. Zynga is the maker of Farmville and Words With Friends, to name a few. How big could the idea be? Zynga is projecting a $5 billion annual revenue, 30% of which would go to Facebook (because they clearly need more money). And Zynga is also in talks to pair up with Nevada-based casino developer Wynn Resorts. Zynga will have some major hurdles in its path, mainly compliance with online gambling laws that vary significantly from state to state. And if Zynga does get into the real-money scene they will have to be regulated scrupulously. This is sure to be a precedent in the intersection of law and social media- updates to follow.
Not shockingly, cell phone behavior between men and women differ, but could it impact the evolution of mankind? A new study published in Scientific American draws some big conclusions about how men and women interact with each other, and the intensity of these relationships over time. The study looked at the calling patterns of 1.95 billion calls, and reveals female relationships change with biological priorities (suggesting that women drive the evolutionary fitness of humans!) In one’s 20s and 30s, men and women’s “best friend” happens to be someone of the opposite sex and of a similar age. Things change at age 50 though—where the preference for a romantic partner peters out in both men and women in favor of companionship. The real reveal of this study might be that they found 1.95 billion people who use their phone as a phone.
Uh oh—is Facebook headed towards Friendster zone? According to Forbes, Facebook is getting smaller. Its revenues declined 6%. Facebook shrugged the concern, claiming the drop correlates with advertising (its biggest revenue source), which typically slows down in the first quarter. Forbes doesn’t buy it, citing the following reasons why they believe Facebook is shrinking: the novelty has worn off; it’s a time-waster; job-seekers and the employed alike can’t risk losing employment over something on their profile; and frustration with so much Facebook advertising. We could make a case for the opposite on almost all of these points, none of which by the way really address the financial decline.
A closer look at the 2012 Social Media Marketing Industry Report reveals some interesting differences in the way B2B Marketers use social media compared to their consumer-focused counterparts. Of 1,900 B2B marketers, over %93 are using social media to market their business. The group also cited a huge lag in being able to develop a loyal fan base, as well as disappointment in seeing their social media marketing efforts correlate with increased sales (a problem of inadequate Social ROI). And of the platforms available to B2B marketers, LinkedIn will likely see the biggest increase in use. Beyond social media, B2B marketers appear to be more creative, embracing SEO, event marketing, and webinars at a higher rate than consumer-based markers.
Lastly, our obsession with the TV show “The Pitch” takes an interesting turn, with digital advertising company Undertone deciding to run a pair of spots during the Sunday night show that will critique online ads. That’s right, a company that makes online ads will now blast their competitors on a television show. Is your head spinning yet? Undertone announced the new ads on their Facebook page, coinciding with a video “campaign” they’ve created called “What’s the last ad you remember seeing online?”– in which people on the street give some mumbled responses. Shouldn’t a company whose expertise is online ads, you know, run its ad online?
