Facebook Users Receive More, Give Less; Robust Sites Lift In-Store Sales; Social Media and Software Industry

Facebook Users Receiveth More, Giveth Less: A Feb. 2012 Pew Internet study that combines server logs of Facebook activity with survey data finds that over one month, 40% of average Facebook users made a friend request, but 63% received at least one request. Study highlights include:

• Users press the “like” button next to friends’ content an average of 14 times, but had their content “liked” an average of 20 times.

• Users sent nine personal messages, but received 12.

• 12% of users tagged a friend in a photo, but 35% were themselves tagged in a photo.

• Pew attributes more Facebook “receptions” to a segment of power users, who specialize in different Facebook activities and contribute much more than the typical user does.

Source: Pew Internet

Robust Web Sites Work: Searching for a reason to beef up your site? According to an Accenture/comScore/dunnhumbyUSA study released in Feb. 2012, visitors to consumer packaged goods brand Web sites spend 37% more money than non-visitors on the brand in retail stores. In addition, brand Web site visitors are heavier buyers within a brand’s product category, spending 53% more than non-visitors on the category in retail stores. Study highlights include:

• The most important Web site features include compelling brand value messaging, frequent content updates and engaging content such as promotions, philanthropic appeals, product demonstrations, surveys and downloadable applications and games.

• Engagement with the brand does not translate to exclusivity, as brand Web site visitors are also highly engaged in the category as a whole, purchasing 58% more units in the category.

• Brand Web site visitors have more purchase occasions than non-visitors for both the brand and the category, making 35% more purchase trips for the brand and 39% more in the overall category.

Source: Accenture/comScore/dunnhumbyUSA

Software Execs Like Social Media—They Just Don’t Use It Much: A survey of more than 100 marketing executives in North America by the Software & Information Industry Association (SIIA) and Lopez Research finds that while 90% of the executives within that industry use social media for marketing and communications—and three-quarters believe it has a positive impact on their business—slightly more than half (54.5%) say their team spends less than 10 hours per week investing in social media. Other highlights:

65% of respondents cited social media as an area in which they would like to invest more spending, and over 70% indicated they expect to increase their use of both Twitter and LinkedIn in the year ahead.

Communicators are beginning to apply the same ROI metrics to social media that they do for other efforts, both offline and online.

Nearly 60% say that less than 5% of their deals begin through social network interactions.

Source: SIIA/Lopez Research

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