Friends, Connections and TweepsAn Overview of Social Media’s “Big 3”

Michael RyanInteraction Designer@ryaninteractive on Twitter

Presentation Overview

• Overview of Social Media

• The Big 3

• Communication and Privacy Strategies

• Social Media and Brands

Ask questions at any time!

204/10/2023

What Are People Doing Online?

304/10/2023

Social Media Benefits

• Breaks news

• Provides information dissemination

• Filters information for users

• Builds community around people, brands and events

• Supplies conduit for consumer input and commentary

404/10/2023

(Cohen, 2009)

(Elliance, 2008)

The Most Popular Social Media Websites

“The Big Three”

300 million users

50 million users

50 million users

504/10/2023

(Hitwise, 2009)

Facebook

The largest social media site

• Facebook is the most used social network by worldwide monthly active users

• On Facebook, users can create profile pages, post status updates, share photos, videos and communicate with “friends”

• Features include groups, event scheduling and games

• Active developer community for applications

• Less professional, more personal friendships

604/10/2023

(Gualtieri, 2009) (Kazeniac , 2009)

News Feed (Home)

704/10/2023

Profile Pages (Wall)

804/10/2023

Fans (Super Friends)

904/10/2023

Groups

1004/10/2023

Facebook Stats

• 150 million users log on to Facebook at least once a day

• Average user has 130 friends on the site

• 55% Female, 45% Male

• 2/3 outside college

• Mobile Facebook users are almost 50% more active on Facebook than non-mobile users

• Facebook has 15 billion photos, 10 million videos

• 1 billion pieces of content (web links, news stories, blog

posts, notes, photos, etc.) are shared each week

1104/10/2023

(Facebook, 2009) (Wroblewski, 2009b)

The world's largest professional social network

• Search for colleagues, former colleagues, classmates, and network

• Recommendations, groups, private messaging and other features

• Find guest speakers, co-authors, consultants, etc.

• More professional contacts

1204/10/2023

(Gualtieri, 2009)

Profile

1304/10/2023

Connections

1404/10/2023

Companies

1504/10/2023

Groups

1604/10/2023

“It’s Who You Know”

1704/10/2023

Many Have Heard of Twitter, but…

1804/10/2023

“Which of the following best describes your familiarity with Twitter?”

I've tried Twitter, but don't use it regularly,

8%

I've heard of Twitter, but I've never used it,

76%

I've never heard of Twitter, 9%

I follow Twitter updates from others, but I've never written any

myself, 4%

I use Twitter regularly; I write and follow others'

updates, 3%

Source: Forrester Research North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US)

(Gualtieri, 2009)

“What are you doing” (in 140 characters or less)

• Easy to use messaging service built on texting model; open to many uses

• “It’s like a cocktail party where you can talk to anyone but they might not talk back… except everything you say is saved and searchable” (Gualtieri, 2009)

• Ask questions and get “quick, specific, helpful answers” (Ledwell & Kaniasty, 2009)

• “I like Twitter because it offers a broader conversation than Facebook. It's a great vehicle for connecting with a large number of people.” (McCord, 2009)

• Many add-ons. Link to photos (TwitPic). Send status to Facebook/LinkedIn. Create polls, etc.

• Can be professional or personal contacts

1904/10/2023

Profile

2004/10/2023

@username

ReTweet

Who I am Following

Feed

2104/10/2023

Hash Tags

Reply to TweetsCan also Direct Message (DM)

#HashTags

2204/10/2023

Trending Topics

(Chong 2009)

Brands on Twitter

2304/10/2023

Brands on Twitter

2404/10/2023

Twitter Stats

• 26 million Tweets per day (6 million contain URLs)

• 5% of Twitter users account for 75% of all activity

• Average Twitter user has 42 followers

• Content within Twitter posts can be classified as• 40.5% Pointless babble

• 37.5% Conversational

• 8.7% Pass-along value

• 5.85% Self promotion

• 3.75% Spam

• Only one quarter of US Internet users are under 25

• 53% Female 47% Male

• More than 50% of all updates are published using tools, mobile and web-based

2504/10/2023

(Moore, 2009) (Owyang, 2009) (Signorini, 2009) (Wroblewski, 2009a)

My Contact Types by Platform

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

FriendsColleaguesCompaniesStrangers

2604/10/2023

(following)

Intimate Offline

Conversation

More Private IM, Email

Friendly, Playful

Professional

None, General

How Should You Communicate?

Communication Style Audience Platform

2704/10/2023

Spouse

Partner

Family

Close Friends

Friends

Colleagues

Strangers

Private Messages

INT

IMA

CY

Privacy

2804/10/2023

Brands are Active on Social Media

Businesses turning customers into “fans”

• 46% of social media users have recommended or talked about a product or brand on Facebook

• 44% have done the same on Twitter

• 20% of all Tweets mention specific brands or products

• 40% of customers have “friended” a brand

• 26% followed a brand on Twitter

• 44% of Twitter followers are looking for deals

2904/10/2023

(Palmer, 2009) (Schmitt, 2009)

Fortune 100 Twitter Use

3004/10/2023

(Lavrusik, 2009)

Low number of followers

Social Media Identity Theft

3104/10/2023

Search for “Serion” on

Unauthorized Groups

500+ “Coke” groups on Facebook

3204/10/2023

Unauthorized Groups

3304/10/2023

157K members

Unauthorized Groups

3404/10/2023

Twitter Personas

3504/10/2023

What’s next?

3604/10/2023

3704/10/2023

Appendix A: References• Chong, S. (2009) 20 Hilarious Twitter Comic Strips. Penn Olson. Retrieved November

18, 2009, from http://www.penn-olson.com/2009/10/18/20-hilarious-twitter-comic-strips/ • Cohen, H. (2009) Social Media Is Changing the Content Marketplace. ClickZ. Retrieved

November 11, 2009, from http://www.clickz.com/3634076 • Elliance. (2008) Search Benefits of the Blogosphere. Retrieved November 11, 2009,

from http://searchengineoptimization.elliance.com/search-marketing-resources/seo-infographics.aspx?title=Search-Benefits-of-the-Blogosphere&Category

• Facebook. (2009) Statistics. Retrieved November 11, 2009, from http://www.facebook.com/press/info.php?statistics

• Gualtieri, L. (2009) Social Media Strategies. From Boston CHI meeting on 10/13/09.• Hitwise. (2009). Top 20 Sites & Engines. Retrieved November 16, 2009, from

http://www.hitwise.com/us/datacenter/main/ • Kazeniac A. (2009). Social Networks: Facebook Takes Over Top Spot, Twitter Climbs.

Compete Retrieved November 18, 2009, from http://blog.compete.com/2009/02/09/facebook-myspace-twitter-social-network/

• Lavrusik, V. (2009) STUDY: Most Fortune 100 Companies Don’t Get Twitter. Mashable. Retrieved November 18 2009, from http://mashable.com/2009/11/17/fortune-100-companies-twitter/

• Ledwell, J., Kaniasty, E. (2009). Tips from Two Tweeps: How User Experience Pros Find Value on Twitter. From UPA Boston: Usability and User Experience Conference on 5/26/09.

• McCord, M. (2009) New social media class at UNH: UNH offers business class on how to use Facebook, Twitter. Seacoastonline.com. Retrieved November 18 2009, from http://www.seacoastonline.com/articles/20091115-BIZ-911150333

3804/10/2023

Appendix A: References• Moore, R. (2009) Twitter Data Analysis: An Investor’s Perspective. TechCrunch.

Retrieved November 11, 2009, from http://www.techcrunch.com/2009/10/05/twitter-data-analysis-an-investors-perspective/

• Owyang, J. (2009). A Collection of Social Network Stats for 2009. Web Strategy. Retrieved November 11, 2009, from http://www.web-strategist.com/blog/2009/01/11/a-collection-of-soical-network-stats-for-2009/

• Palmer, A. (2009). Social Media Users Tout Brands: Almost half of Facebookers, Tweeters use networks to talk about products and brands. Adweek. Retrieved November 11, 2009, from http://www.adweek.com/aw/content_display/news/client/e3i8875589fada415ac24453382c553f4da

• Schmitt, G. (2009). FEED: The Razorfish Digital Brand Experience Report. Retrieved November 11, 2009, from http://feed.razorfish.com/downloads/Razorfish_FEED09.pdf

• Signorini, A. (2009). Twitter receives 26M tweets per day, 22% are URLs. Tech Research and Life. Retrieved November 11, 2009, from http://deepintech.wordpress.com/2009/10/21/twitter-receives-26m-tweets-per-day-6m-are-urls/

• Wroblewski, L. (2009a, August, 17). Data Monday: Twitter Stats. Functioning Form. Retrieved November 11, 2009, from http://www.lukew.com/ff/entry.asp?871

• Wroblewski, L. (2009b, September, 7). Data Monday: Facebook Stats. Functioning Form. Retrieved November 11, 2009, from http://www.lukew.com/ff/entry.asp?882