Yet another area the US is falling behind in

April 18, 2008

A new global study on social media use by Universall McCann shows the US is falling behind in participation rates.  A couple of highlights directly from AdWeek:

  • A little over 60 percent of Internet users in the U.S. said they read blogs, but just 26 percent had created one, compared to over 70 percent of Internet users who blog in South Korea and China.
  • Consumers in Asian countries are also much more likely to read blogs: 92 percent of South Koreans and 90 percent read them. In China, 88 percent read blogs
  • While 30 percent said they watched video online in UM’s initial survey in September 2006, over 80 percent said they had this year.
  • Less than 30 percent of respondents said they set up a social network profile in 2006; over 60 percent did two years later.
  • Social networking is still growing worldwide, but is reaching a “saturation point” in the U.S., while countries like the Philippines, Brazil and Mexico more avidly use it.  The Philippines, Hungary, Poland and Mexico all boast participation rates over 75 percent, while just 43 percent have joined social networks in the U.S

UPDATE: I finally found the presentation for sharing since the AdWeek link is down


How do you measure Social Media?

March 24, 2008

Ian Schafer points us to a great article/discussion over at Adweek on the metrics of Social Media.  In my opinion, this is one of the biggest issues facing the industry right now.  The largest advertisers (like P&G) have embraced the traditional aspects of social media, putting up banner ads on MySpace, etc.  We are experimenting in order to figure out how to fully embrace social media but measures are the struggle in order to get total buy-in.  As the article points out:

That makes it hard to compare data from social media with other measures, said Marcel Lebrun, CEO of Radian6, a social media tracking firm. “The online ad world has page views, impressions and clicks,” he said. “That kind of thing doesn’t exist yet” in social media. 

I highly encourage you to read the full article here.  Also, I would love to hear your thoughts on how the industry should think about social media metrics?  How can we overcome the hurdle?