Global Map of Social Web
The authors made the following insights:
The low level of microblog engagement: Despite the Twitter hype, microblogging is still not a mass social activity and nowhere near the size and scale of blogging.
The social web is mass market: Hundreds of millions of web users are creating and sharing content every month
The massive impact of China: The vast Internet population coupled with hugely socially active set of web users, makes for a massive volume of content creators. However due to the inward looking nature of Chinas internet economy combined with the language mean that this volume of content does not impact the broader Internet
Low engagement in Japan: We also associate Japan with technology innovation, and actual while you might not think it, the low engagement is indicative of progress. Why? Our map shows PC activity and we know from this research that a huge number of Japanese users are bypassing PC altogether and using mobile devices to access social platforms and create and share content. Just over 34% of social network users only accessed through mobile in the month of the research, this is compared to 3% in the UK, a staggering indication of where the future is heading.
The Conversation Prism
I intially came across the The Conversation Prism after reading Brian Solis's two books Engage and Putting the Public Back in Public Relations. This tool is a visual mapping of social networks and micro communities. It beautifully represents social media tools for marketing, finance, human resources and many more. Each tool is represented by their logo and arranged in a circular, flower-like structure.
How are Mobile Phones Changing Social Media
The mobile web is growing at an exponential rate, and this trend shows no signs of slowing down. This infographic illustrates the rates at which people use the mobile web for social activities.
The authors highlight a few intriguing facts, such as that there are more than 100 million active Facebook mobile users, and that those mobile users are twice as active on Facebook than non-mobile users. It also notes that 18-34 year olds account for about 50% of mobile social networking usage, with female usage higher than male usage.
The Biggest Shift
The Biggest Shift details the importance and extent of social media. Essentially, if you are looking to utilize word of mouth advertising, social media is there to help boost your efforts. By focusing your marketing attention to the top social networking websites, you will see the immediate benefits of “fishing where the fish are”.
It’s difficult to ignore the facts; YouTube is now the second largest search engine on the web; 3.5 billion pieces of content are shared each week on Facebook; and perhaps most significantly, 96% of 18-35 year olds are on a social network.
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