Impressions on the Social Age

I tweeted it! I didn’t tell anyone!

Posted in Social Media, Twitter by Trace on August 26, 2010

Via: ISTOCKPHOTO

Not long ago, a friend of my finally graduated from college and got her bachelors degree (congrats!), but the thing is, while we are close friends she neglected to mention it to me. Instead, I found out via Twitter. Now, finding information via Twitter is nothing new for someone as Tweeted out as myself, however this was one of those funny times when she’d been so excited she had actually forgot to tell me!

Later in the day, I sent her an IM and she spilled the news. I congratulated her and jokingly asked why I’d read it on Twitter hours before and she said, “I just tweeted it! I didn’t tell anyone!”

That comment gave me pause right away. Is that really what she meant? Later she realized her mistake and said, not that I didn’t tell anyone, but I didn’t tell anyone.

Has our sharing become so autonomous that this girl didn’t think twice in telling her Tweeps about her recent successes, yet didn’t actually think of it as exclaiming to a public feed? Are wires crossed in our heads? Isn’t Twitter a digital equivalent of shouting in a crowded square?

According to a Scientific American from 2008, we might have something crossed. “Public sharing of private lives has led to a rethinking of our current conceptions of privacy.” We don’t really think about privacy in the way that we used to. I sat with my Grandma recently, she was asking me what I was going to do now that I’ve got my MA in Public Communication and what that meant. I went on to talk about social media, new media, and how the world of information is growing and becoming more personalized. She shuddered and said, “It all sounds so narcissistic and petty to me. I’m glad I’m not involved in any of that… What happened to people’s sense of privacy?”

Grandma’s got it right. What did happen to our sense of privacy? YouTube is America’s Funniest Home Video’s run amok, Facebook and Twitter and Foursquare (of FB Places if you prefer) all want us to share all of our information with each other constantly… It’s a barrage of personal data that we used to keep to our chests and now we’re throwing into cyberspace (yep, remember that word?) on a daily, hourly, or minutely(?) basis! It’s a little crazy if you think about it too much.

How can we not think of sharing as… well sharing? I’m not sure, maybe I’ll tweet about it and see if I can get any responses…

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Facebook Fans, What Are They Worth?

Posted in Social Networking Discovery by Trace on June 15, 2010

So as Facebook updates again and again, constantly revitalizing its systems to try to keep up with the landscape of the internet, we all sit there and get pissed off.

Few things have remained constant, but the idea of Liking or “Being a Fan” of something has been around long enough that people have been able to academically study it.

Recently, a social media measurement firm called Syncapse has come up with an actual dollar value and published it in a report for all to read. You probably never thought Fanning something would be of interest to a brand, you just Like them. But Syncapse studied the Fans of the top brands on Facebook and came up with some interesting conclusions.

To break the suspense, a fan is worth about $136. How do they know you ask? Well, they broke it down and thought strategically. They considered Product Spending, Loyalty, Propensity to Recommend (word-of-mouth, very important), Brand Affinity, Media Value and Acquisition Cost.

They took these metrics and studied people who were Fans of products like Skittles, Oreos, Coca-cola, Adidas, Blackberry, Victoria’s Secret or Starbucks (to name only a few) and compared them to those that were not Fans.

What did they discover when they studied these groups?

  • On average, fans spend an additional $71.84 on products for which they are fans compared to those who are not fans.
  • Fans are 28% more likely than non-fans to continue using the brand.
  • Fans are 41% more likely than non-fans to recommend a fanned product to their friends.

So what?

Well, this means Fans are more loyal, more likely to tell their friends about the brand (and more importantly recommend a purchase) and are more likely to buy something themselves!

Curious about more details? The must have Fan were those of McDonalds, who are frequent visitors to their establishments, are highly loyal, frequently refer others, and actively participate in the McDonald’s Facebook community. Because of all these metrics and the Fan effort the average McDonald’s fan netted the organization a value of $259.82.

Conclusion…

This is crazy! Why don’t these brands pay people, Google style, for recommending their brands? Maybe someday they will, but for now, I am going to login into my girlfriend’s Facebook account and Fan Victoria’s Secret…