Social Networking - US - May 2012
Global sales of ads on Facebook alone grew 69% in 2011, reaching $1.7 billion in the U.S., and are expected to reach $3.7 billion in 2012. The leading network also reported 37% growth in ad sales in the first quarter of 2012, based on its increasing membership and innovations in creating ads within a social context—ads it claims can be more persuasive than traditional media. Ad sales are likewise growing rapidly at Twitter and LinkedIn.
The scope of corporate response to social networking is tremendous. Per Facebook, each of the world’s 100 largest corporations participate on the site. However, ads on social networks may still be less important to brand engagement than below-the-line marketing, including profile pages, tweets, news feeds, social games, and blogs, and on social networks. This report examines how networkers connect with friends and brands in order to provide readers with best practices for social media marketing. Subjects covered include:
- Usage: Which standard social networks and which specialty networks are used by which demographic group? How frequently are they used by each demographic?
- Influence: Which groups have the most friends? Which demographics are more likely to propel electronic and in-person word-of-mouth through their networks?
- Engagement: Which activities are accomplished most on social networks by different demographic groups? Which demographics follow the most brands, and the most entertainment properties, including music, movies, books, and games?
- Devices of access: How do consumers split time spent on networks between phone, tablet, and PCs? How does usage change depending on the type of device being used? How will a transition to more mobile networking impact user behavior?
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