According to The Drum Magazine, Facebook was the most popular term typed into search engines last year accounting for 2% of all searches. This contributes to the website receiving over a billion visits a month from British internet users alone.
23% of 18-24 year olds spend their online time on social networks and this is having an effect on their TV choices, with 39% of 18-24 year olds using social media to guide them in what to watch. But only 4% of viewers claim they would be more likely to talk about a show online if they had seen Facebook adverts about the show in question, compared to 17% who would be influenced by online discussion with peers.
Research shows that 50% feel overwhelmed by brand messages on social media - but 45% are happy to interact with brands. An international panel of around 3,000 people found that 80% of interactions on Facebook are simple ‘likes’, while only 20% proactively post on brand pages. Under half (44%) of the British online population would not be more positive about a product that their friends have followed and/or liked, and 43% are unlikely to talk about a brand on a social media site.
Whist the jury’s out on whether social media is a good way on interacting with brands, a survey has found that 76% of UK respondents say they regard social media communications as formal business records and only 54% realize that the business holds legal liability for what is said.
Research from information management company Iron Mountain, found that 33% of those questioned described their management of social media as ‘chaotic’ and ‘unmanaged’ and 74% said use of social media was banned in the work place.
But has the use of social media peaked? Some 41% of the UK online population claim to be getting bored of social media according to new research from YouGov. 23% of the British population who actively use Facebook state they now use the site less compared with 12 months ago. Whether people are starting to tire of social media or not, it remains a powerful communications tool which has an impact on social and business decisions.
N.B. All facts and figures are taken from articles which featured in The Drum Magazine between March and April 2012.