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!
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What Are People Doing Online?
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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
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(Cohen, 2009)
(Elliance, 2008)
The Most Popular Social Media Websites
“The Big Three”
300 million users
50 million users
50 million users
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(Hitwise, 2009)
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
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(Gualtieri, 2009) (Kazeniac , 2009)
News Feed (Home)
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Profile Pages (Wall)
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Fans (Super Friends)
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Groups
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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
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(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
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(Gualtieri, 2009)
Profile
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Connections
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Companies
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Groups
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“It’s Who You Know”
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Many Have Heard of Twitter, but…
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“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
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Profile
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@username
ReTweet
Who I am Following
Feed
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Hash Tags
Reply to TweetsCan also Direct Message (DM)
#HashTags
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Trending Topics
(Chong 2009)
Brands on Twitter
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Brands on Twitter
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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
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(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
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(following)
Intimate Offline
Conversation
More Private IM, Email
Friendly, Playful
Professional
None, General
How Should You Communicate?
Communication Style Audience Platform
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Spouse
Partner
Family
Close Friends
Friends
Colleagues
Strangers
Private Messages
INT
IMA
CY
Privacy
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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
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(Palmer, 2009) (Schmitt, 2009)
Fortune 100 Twitter Use
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(Lavrusik, 2009)
Low number of followers
Social Media Identity Theft
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Search for “Serion” on
Unauthorized Groups
500+ “Coke” groups on Facebook
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Unauthorized Groups
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157K members
Unauthorized Groups
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Twitter Personas
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What’s next?
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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
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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