Social media, how is it being used? When it comes to consumer adoption, the growth of social networking sites has been exponential, however as more research is being done regarding site usage and consumer behaviour, we begin to gain greater insights into the types of tasks and transactions people engage in when visiting social media sites. Interestingly, the top three reasons identified in the Sensis Social Media Report, for using a social networking site were:
1. To catch up with friends and family.
2. To share photographs and videos.
3. To co-ordinate parties and other shared activities.
The results of the Sensis Social Media report, Sensis Pty Ltd (May 2011, p. 18) were based on the responses of 490 telephone respondents located in Australia who identified themselves as using social networking sites such as Facebook and Twitter. As we can see from these survey results, people are still predominately using many of these sites for the fundamental reason that they were created. I.e. To “socially” interact with their network of family, friends, or peer group. I am not suggesting that we ignore the fact that 15% of the respondents did indicate that they use social networking sites to find out about particular brands or businesses, or that there are some excellent case studies where successful social media campaigns have been launched using Facebook or Twitter, however I think it is important for us to keep things in perspective and understand that just like traditional types of marketing and advertising, social media marketing needs include the fundamental elements of any good campaign for it to be successful. We need to remember that many of the same rules apply online as they do offline.
Further research findings seem to suggest that it is still more typical for a consumer to look to a company website when making a purchasing decision, than on ‘fan pages’ and that a company website provides a more influential source of information. “It seems that only about a third of respondents admit that they are influenced in their purchasing decision by fan pages while almost half say they look to company websites instead.”
It seems social media is here to stay, and that the Web 2.0 revolution and the Internet will continue to evolve, shaping the way we communicate and do business. There are clear indicators that consumers are now much more empowered to use the online sphere to voice their concerns, preferences and needs. This makes it increasingly important for businesses to figure out ways to respond to these evolving customer relationships in order to capture these markets and opportunities.