Articles & research papers

Social Media

Social Software: The Other ‘Design for Social Impact’

Human-centered approaches to industrial and interaction design have long focused on studying human behavior to create informed and appropriate designs. A social interaction designer must consider not only people, environment, and existing tools, but also the unseen elements of the system such as social relationships, power dynamics, and cultural rules.

Social Software: The Other ‘Design for Social Impact’

Social Media For Crisis Management 2009

This is a practical guide for using social media for crisis management. Developed at Ogilvy within the 360 Digital Influence and Public Afairs teams, it offer 5 trends, a framework to follow and 5 keys to managing a crisis. This was delivered as a live session across Asia in partnership with the Wall Street Journal and support from GoToWebinar.

Portrait of the American Twitter user: Status update demographics (Fall 2009)

This report by Pew Internet is based on the findings of a daily tracking survey on Americans’ use of the internet.

Some 19% of internet users now say they use Twitter or another service to share updates about themselves, or to see updates about others.

This represents a significant increase over previous surveys in December 2008 and April 2009, when 11% of internet users said they use a status-update service.

Three groups of internet users are mainly responsible for driving the growth of this activity: social network website users, those who connect to the internet via mobile devices, and younger internet users – those under age 44.

Portrait of a Twitter user: Status update demographics (Fall 2009)

How to Use Social Media to Supplement Your Research

If you’ve been in the market or customer research business for longer than 20 years, then you remember when gathering data to come up with relevant information that you can make some decisions with was both an expensive and extensive proposition. You had to have access to sample and respondents, you may have had to either do a focus group, use the phone or mail your survey. Each method had its good points and bad points – and none are all that appealing, especially if all you wanted was a little insight and direction as to what areas of research to allocate your time and your money.

The internet has not only increased the ease and lowered the cost of getting to secondary information, but has made getting your hands on primary and demographic information just as easy and inexpensive.

The author shares some creative ways used to get to decent, usable information that has helped her pull together better surveys, and get better information.

How to Use Social Media to Supplement Your Research

Social Networking on Intranets

Summary
Community features are spreading from “Web 2.0” to “Enterprise 2.0.” This research in 2009 across 14 companies found that many are making productive use of social intranet features.

Social Networking on Intranets

Danah Boyd’s Research (on Social Media) page

Danah Boyd is a Social Media Researcher at Microsoft Research New England and a Fellow at Harvard Law School’s Berkman Center for Internet and Society. She recently completed her PhD at the School of Information (iSchool) at the University of California (Berkeley). Her research examined social media, youth practices, tensions between public and private, social network sites, and other intersections between technology and society.

Danah Boyd’s Research (on Social Media) page

A Collection of Social Network Stats for 2009 and 2008

A very useful collection of stats by Jeremiah Owyang.

A Collection of Social Network Stats for 2009

Social Networks Site Usage: Visitors, Members, Page Views, and Engagement by the Numbers in 2008

Russia has World’s Most Engaged Social Networking Audience

On July 2, 2009, comScore released a study of the social networking category in Russia, based on data from the comScore World Metrix audience measurement service. The study found Russia to have the world’s most engaged social networking audience, with visitors spending 6.6 hours and viewing 1,307 pages per visitor per month.

Top 20 Highest Engagement Social Networking Country Audiences*

Ranked by Average Hours per Visitor*

May 2009

Total Worldwide, Age 15+ – Home & Work Locations

Source: comScore World Metrix

Country Average Hours per Visitor Average Pages per Visitor
World-Wide 3.7 525
Russia 6.6 1,307
Brazil 6.3 1,220
Canada 5.6 649
Puerto Rico 5.3 587
Spain 5.3 968
Finland 4.7 919
United Kingdom 4.6 487
Germany 4.5 793
United States 4.2 477
Colombia 4.1 473
Mexico 4.0 488
Chile 4.0 418
Ireland 3.8 462
Turkey 3.7 427
Venezuela 3.7 454
France 3.6 526
Australia 3.4 374
New Zealand 3.4 386
Switzerland 3.2 430
Italy 3.2 39

*Out of the 38 individual countries currently reported on by comScore around the world.
**Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

Vkontakte.ru Ranks as Most Popular Social Networking Site in Russia with 14 Million Visitors.

A Selection of Leading Social Networking Sites

Ranked by Total Unique Visitors (000)*

May 2009

Total Russia, Age 15+ Home & Work Locations

Source: comScore World Metrix

Property Total Unique Visitors (000) % Reach of Total Online Population
Total Russian Internet Audience 31,907 100%
Social Networking 18,877 59%
Vkontakte.ru 14,310 45%
Odnoklassniki.ru 7,750 24%
Mail.Ru – My World 6,321 20%
Fotostrana.ru 1,624 5%
Privet.ru 942 3%
Moikrug.ru 839 3%
Facebook.com 616 2%
Steamcommunity.com 433 1%
MySpace Sites 371 1%
Vkrugudruzei.ru 214 1%

*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

Russia has World’s Most Engaged Social Networking Audience

Facebook Ranks as Top Social Networking Site in the Majority of European Countries

On April 15, 2009, comScore released an analysis of Facebook’s growth in Europe during the past year. As the popular social networking site has increasingly focused its attention on global expansion and increased penetration across countries and regions, the site has catapulted to the #6 ranked Web property worldwide with 275 million visitors in February, a 175-percent increase versus year ago. One of the global regions that best illustrates Facebook’s growth is Europe, where the site has seen a 314-percent increase to nearly 100 million visitors.

Facebook Growth in Europe
February 2009 vs. February 2008
Total Europe, Age 15+ – Home and Work Locations
Source: comScore World Metrix
Facebook.com Unique Visitors (000)
Feb-08 Feb-09 Percent Change Rank in Social Networking Category in Feb-09
Europe 24,118 99,776 314% 1
United Kingdom 12,957 22,656 75% 1
France 2,217 13,698 518% 1
Turkey* N/A 12,377 N/A 1
Italy 382 10,764 2721% 1
Spain 515 5,662 999% 1
Germany 680 3,433 405% 4
Belgium 327 2,308 607% 1
Sweden 1,211 2,298 90% 1
Denmark 533 2,022 279% 1
Switzerland 282 1,690 499% 1
Norway 819 1,479 81% 1
Finland 555 1,341 142% 1
Netherlands 236 1,031 337% 2
Austria 112 663 491% 2
Ireland 203 512 153% 2
Russia 117 478 309% 7
Portugal 72 193 169% 3

*Turkey is a newly reported individual country in comScore World Metrix; year ago data not available

The only countries in which Facebook does not hold the #1 or #2 position in the social networking category are Germany, where it ranks fourth, Russia (#7) and Portugal (#3).

Facebook Ranks as Top Social Networking Site in the Majority of European Countries

India’s Social Networking Market Saw Global Brands Gain Prominence in 2008

On February 17, 2009, comScore released a report on the top social networking sites in India, finding that visitation to the site category increased 51 percent from the previous year to more than 19 million visitors in December 2008. The study also found that global social networking brands continued to gain prominence in India during the year, with Orkut, Facebook, hi5, LinkedIn and MySpace each witnessing significant increases in visitation.

Top Social Networking Sites in India by Unique Visitors
December 2008 vs. December 2007
Total India – Age 15+, Home/Work Locations*
Source: comScore World Metrix
Total Unique Visitors (000)
Dec-07 Dec-08 % Change
Total Internet : Total Audience 26,240 32,099 22
Social Networking 12,795 19,369 51
Orkut 7,123 12,869 81
Facebook.com 1,619 4,044 150
Bharatstudent.com 1,736 3,269 88
hi5.com 714 2,012 182
ibibo.Com 1,970 990 -50
MySpace Sites 352 741 110
LinkedIn.com 293 513 75
PerfSpot.com 2,106 433 -79
BIGADDA.com 515 385 -25
Fropper.com 256 248 -3

*Excludes visits from public computers such as Internet cafes and access from mobile phones or PDAs.

India’s Social Networking Market Saw Global Brands Gain Prominence in 2008