The frequency of social networking site usage among young adult internet users under age 30 was stable over the last year – 61% of online Americans in that age cohort now use social networking sites on a typical day, compared with 60% one year ago. However, among the Boomer-aged segment of internet users ages 50-64, social networking site usage on a typical day grew a significant 60% (from 20% to 32%).
Full Story: Pew
According to a 2011 IBM study, 64 percent of CMOs plan to increase their use of social media in the next three-to-five years. But increasing your use of social media can backfire if you don’t know what you’re doing. To increase your use of social media the right way, read the new Altimeter Group report, Social Media Readiness: How Advanced Companies Prepare Internally.
The report urges brands to do something that sounds very simple (but is not): prepare for social media success. If you think most companies know how to do so by now, guess again: according to Altimeter Group, not only are social media crises on the rise, 76 percent of social media brush fires could have been diminished or avoided had organizations invested internally.
Jeremiah Owyang, the primary author of Social Media Readiness, identifies four essential elements of planning for social media success:
- Baseline governance and reinforcement: for example, a social media policy that protects employees and the company.
- Enterprise-wide response processes, an example being a social media crisis response plan.
- Ongoing education program and best practice sharing – ranging from brown bag lunches on social media issues to Cisco’s self-service social media intranet portal.
- Leadership from a dedicated and shared central hub – a team that owns the advancement and uptake of social in your company.
Jeremiah identifies 18 “advanced companies” whose approach to social media includes all four essential elements of planning for success.
The Fiesta Movement: Ford Fiesta in 2011, a year before they brought it to the states, Ford implemented social media to get hype, buzz, anticipation and emotional attachment around its arrival.
Gave 100 people 100 cars for 6 months: socially vibrant people (blogged, tweeted: people who made content)
Received 7+ million views of their videos on YouTube
40 million Twitter impressions
¾ of a million Flickr photo impressions
130,000 people registered on FiestaMovement.com to hear more details
58% awareness with Millenials
All before the car was on the market. They received 10 times more people making reservations for the car and converting the reservations into actual purchases. 10 times higher then any other car launch.