Charlene Li, co-author of Groundswell, has often said that social networks will be like air in the future. Not in the sense that we will need it to survive, but that it will be universally available through the Internet across all websites and will feel like air - invisible, but there and certainly a very necessary element.
You can easily dismiss this kind of thought as hype coming from a social technologist reflecting the views of an isolated fringe movement. However, it doesn’t take long to realize that the trend in social networks (and media for that matter) is more in favor of Charlene’s view than you might think. A new study, released last week, from Cone, a Boston based strategy and communications agency, demonstrates how strongly new media has infiltrated the national consciousness - and appears to have reached a scale where it can no longer be dismissed. Even I was stunned by the fact the numbers were so overwhelmingly in favor of interactive media!
Based on a study conducted between September 11-12, 2008 among 1,092 adults comprising 525 men and 567 women 18 years of age and older, the study found:
- 60% of Americans use social media.
- 59% of those using social media interact with companies on social media Web sites.
- 25% four interact more than once per week.
- 93 % of social media users believe a company should have a presence in social media.
- 85% believe a company should not only be present but also interact with its consumers via social media.
- 56% percent of users feel both a stronger connection with and better served by companies when they can interact with them in a social media environment.
Asked about specific types of interactions, Americans who use social media believe:
- Companies should use social networks to solve my problems (43%)
- Companies should solicit feedback on their products and services (41%)
- Companies should develop new ways for consumers to interact with their brand (37%)
- Companies should market to consumers (25%)
I know I have been a proponent of new interactive media for some time, but I am beginning to think 2008 may go down as the year when the phenomenon reached a tipping point and crossed a point of no return. It is becoming ever more apparent that social technologies will be a powerful force influencing purchase decisions for millions of consumers and shaping brand perception for many companies. Charlene thought it would take 5-10 years before social technologies became like air, I’m wondering if it’s not going to happen sooner!
Tags: Charlene Li, cone study, Social Media, technology
October 7th, 2008 at 3:34 pm
I think that you’re right. The levels of social media uptake amongst average consumers in the face of declining interest in more traditional media clearly illustrate that organisations cannot neglect these platforms. The difference between a few years ago and now? As the data identified above shows, even the average consumer recognises that organisations need a presence on the social web. To fail to provide an adequate presence on the social web is absolutely inexcusable. Consumers are demanding a voice; this has been afforded by the social media. Communications are no longer one way.
As I have said frequently before, those that fail to create a social media presence will not be immune from being discussed within the social web. They will however lack the capacity to respond. This is likely to prove crippling, particularly when user generated content is negative.