Tag Archives: social networks

77% Of Company Mentions On Social Media Are Neutral

Contrary to popular belief, most company mentions on social networks are linked not to a positive or negative message, but a neutral one.

Analyzing more than 1 billion global company mentions, realtime monitoring app mention found that 77% of company mentions were in fact neutral (eMarketer). Nearly one in five (18%) of mentions were positive, and a mere 6% were negative.

The large amount of neutral posts indicates that users are relying heavily on social media for customer service; most of the neutral company mentions were from people looking for help and asking questions.


Weekly percentages of online company mentions worldwide, by day of the week, according to research from mention.

Here are the percentages of weekly online company mentions worldwide, by day of the week:

  • Sunday: 11%
  • Monday: 14%
  • Tuesday: 15.7%
  • Wednesday: 15.5%
  • Thursday:15.8%
  • Friday: 15.1%
  • Saturday: 12%

Based on this data, Tuesday, Wednesday and Thursday see the highest amount of social chatter around brands.

Language is another important factor for marketers to keep in mind: though 64% of posts with company mentions were written in English, a substantial amount of influencers interacted in French (16% of mentions) and Spanish (11% of mentions).

What kind of messages are social network users posting about your brand?

Health And Fitness Apps See 62% Increase In Usage In Last Six Months

Usage of health and fitness apps has grown exponentially since 2013. Looking at data from over 6,800 iPhone and iPad apps listed under the health and fitness category, Flurry Analytics reports a 62% increase in the usage of health and fitness apps over the past 6 months, while the overall mobile app industry has only seen a 33% increase. Such a statistic means that growth in health and fitness apps is 87% faster than the entire mobile app industry.

Health and Fitness apps

One factor that has sparked the growth of health and fitness apps is the fact that more fitness devices and wearable accessories are being sold to help track physical progress. Many of these accessories come compatible with mobile applications, which are then designed to be used on a daily basis.

Over the past two years, there have also been various innovative health and fitness apps integrated with major social networks. One example is MapMyFitness; a fitness app connected with Facebook, where friends can cheer each other on, share and like recent achievements, and challenge each other to fitness competitions. Such integration has inspired other fitness-based social networks including Fitocracy, Daily Mile, and Traineo.

Flurry also reports that much of the growth in the health and fitness category is a result of a new group of consumers called “Fitness Fanatics:” mobile consumers who spend more than three times the average amount of time using health and fitness apps. Fitness Fanatics are 62% females and 38% males, according to Flurry. Digging even deeper, Flurry concluded that Fitness Fanatics are mostly mothers ages 25-54, who are sports fans and live very active lives.

Apple is set to release HealthKit in the fall, a health and fitness app that links to wearable fitness technology.

Apple is set to release HealthKit in the fall, a health and fitness app that links to wearable fitness technology.

With the emergence of Fitness Fanatics, along with increasing interest in tracking physical health, health and fitness apps are expected to become the hot commodity of the wearable technology market. By 2017, around 30% of American consumers will wear a device to track sleep, food, exercise, and heart rate on a daily basis, according to Stephanie Tilenius of Kleiner Perkins Caufield & Byers.

Such expectations prove to be encouraging for Apple and Google, as they get set to release HealthKit and GoogleFit; new apps that link to wearable fitness technology. Since Fitness Fanatics are the ones most regularly using this technology, they are estimated to be the first to adopt these new apps, and the group Apple and Google will focus most of their attention on.

Apple has already begun marketing the various health and fitness apps that can be downloaded as a part of HealthKit and iOS8.

Is it time you begin tracking your health and fitness with your mobile device?

Social Networking Stats: Millennials Are 56% More Likely To Find Brand Content On Social Networks

The #RLTM Scoreboard: Social Networking Stats for the Week

Facebook: 1.23 billion monthly active users via Facebook
YouTube over 1 billion monthly unique users via YouTube
Twitter: 255 million monthly active users via VentureBeat
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 500 million users via The Next Web
Renren: over 170 million users via iResearch iUser Tracker
VK: over 230 million registered accounts via VK
LinkedIn: 300 million members via LinkedIn
Google Plus: 343 million monthly active users via GlobalWebIndex
Tumblr: 189 million blogs via Tumblr
Instagram: 200 million users via Instagram
Vine: 40 million registered users via Vine
Tagged: 20 million unique monthly users via Tagged
Foursquare: 45 million users via TechCrunch
Pinterest: 70 million users via The Next Web
Reddit: 113 million monthly unique visitors via Reddit
WhatsApp: 500 million users via WhatsApp
Messenger: 200 million users via re/code
SnapChat:  ???? via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.  

Millennials Are 56% More Likely To Find Brand Content On Social Networks

The average millennial checks their smartphone about 45 times a day, and is 56% more likely to find brand content on social networks than on search engines or other online news feeds, according to SDL’s global study.

SDL's Content Finds the Customer study found that Millennials  are 56% more likely to find brand content on social networks.

SDL’s Content Finds the Customer study found that Millennials are 56% more likely to find brand content on social networks.

Here are some highlights from the study:

  • Millennials embrace social media platforms: 5 out of 6 millennials claim they connect with companies through social media networks.
  • Millennials first turn to social networks for content discovery: Among this demographic, Facebook is the most popular platform for content in the UK (52%), the Netherlands (38%), and Germany (44%). YouTube and Twitter are a close a second. Email and search engines, once popular, remain as a last resort for content discovery.
  • Social media outweighs email: On an average day, millennials share roughly 6 pieces of content through social media, and only 5 through email.
  • Millennials crave customized content: From social networks to news feeds and music streams, millennials prefer content that can be adjusted to fit their taste. 71% of millennials are more likely to listen to customizable music streams, like Spotify and Pandora, than local radio stations.
  • A quick response time is key: Millennials claim that rate of response is most important when communicating with brands; they prefer instant gratification approaches, like online technical support though chat.

“Our survey shows that social is the channel of first choice for millennials, and that will have broad implications for marketing as brands seek to build trust and relationships with this important demographic,” says Paige O-Neill, CMO of SDL

Is your content ready to find millennial customers?

SDL’s Content Finds the Customer Study sampled more than 1,800 millennials from ages 18-36, with roughly 300 respondents each in the US, UK, Australia, Norway, Denmark and Netherlands. The survey was conducted between January and April 2014.

Survey: 60% of Physicians Believe Social Media “Improves the Care They Deliver”

Survey: Doctors and Social MediaMany physicians are making use of social media – as a way to manage new information, discuss the latest journal articles or research, and to help provide quality care.  David May, MD, told American Medical News that Twitter can function as a large-scale “doctors’ lounge,” and an open space for discussion.

A recent study by the Journal of Medical Research discovered that a whopping 85% of oncologists and primary care physicians use social media (at least once a week or once a day) to read or explore health information, and the majority of those surveyed (60%) said that social media “improves the care they deliver.”

The survey asked physicians how social media can be used for professional development and lifelong learning.  Here are some of the highlights:

  • 24% use social media daily to scan or explore new medical information
  • 14% contribute information to social media daily
  • on a weekly basis, 61% scanned and explored new info and 46% contributed information on social media
  • 58% percent perceive social media to be beneficial and a good way to get current, high-quality information

Dr. Robert S. Miller, MD and co-author of the study, has been using Twitter for years.  He filters out the ‘noise’ associated with the social media platform by following others with similar interests and checking out stories that he sees mutiple references to among his contacts.  Using Twitter has also expanded his network; the platform has “led to professional relationships with people he never would have met outside the virtual world.”

Twitter is also useful for David May, MD, who looks to other doctors on the platform to offer their opinions and add to the discussion about the latest journal articles and research. “The social media world is such an intense, immediately responsive place that you can have tremendous amounts of traffic pointing out the good and bad about an article itself technically, about the concepts that were put forward, and about potential flaws that were in a paper,” he told American Medical News.

Many physicians are also using social networks that are closed communities, limited to other physicians. While closed communities are seen as being “safer” than public forums like Facebook and Twitter, some physicians argue that they miss out on a number of social media’s benefits. Another co-author of the study, Dr. Vartabedian, said “Democratizing media has completely opened my eyes to the experience of the patient,” and has allowed him to connect with patient advocacy groups and understand them better.

The study’s lead author, Brian McGowan, PhD, said that 20% of physicians think using social media sites is a bad idea, around 30% think it’s great, and 50% are somewhere in the middle –  and might be in favor of social media if more studies would highlight its positive side, rather than dwelling on its dangers.

The conclusion? While social media will never replace traditional channels of research and learning for the medical profession, it can be a valuable addition to a physician’s knowledge base – and a useful forum for discussion.

The Journal of Medical Research study was published online on Sept. 24. The results were based on 485 responses (out of 1,685 surveys) that were emailed at random to practicing oncologists and primary care physicians.

Business Use of Social Media: 96% Advertising, 86% PR, 75% Customer Service

A new report from Buddy Media and Booz & Company shows that 95% of companies are planning to invest more in social media, and breaks down how companies are planning to direct those investments.  Based on input from more than 100 leading companies, the report looks at the business use of social media:  the platforms being used, which company departments are handling and using social media the most, and measures the projected spend on social media.

The report measures how companies use the various social media platforms:

  • Facebook (94%), Twitter (77%) and YouTube (42%) are the basis of most social media strategies, and have the highest priority
  • Companies use multiple social platforms – 4.6 on average
  • Blogs and company-owned platforms are still important outlets, used by 25% of respondents
  • Location-based social media is only just beginning to emerge as a platform
  • MySpace has faded completely into the background, with only 2% of companies using it
  • These social media platforms are being used for: advertising and promotions (96%), PR (88%), customer service (75%) and market research (56%)

Business Use of Social Media: 35% Have Senior Level Exec Responsible for Social MediaThe research breaks down how social media is being handled within companies:

  • The departments responsible for leading social media are mainly: marketing (81%), digital (62%), PR (48%), customer service (26%)
  • Just over one-third (35%) have a senior-level executive who is responsible for social media company-wide
  • 38% of companies say social media is on their CEO’s agenda

What kind of spending are companies planning for social media?

  • 95% of companies will spend more on social media – of those, 57% will invest in ‘somewhat more resources’ and 39% will invest in ‘substantially more resources’
  • Only 5% of companies expect their investment in social media to stay the same, and no respondents expected their social spend to decrease
  • Of these projected investments, spending is directed toward: hiring full-time employees (57%), services provided by partners (48%), creating more content (39%), and media buys (38%)
  • The portion of digital media budgets spent on social media will grow significantly over the next three years
  • Much of the money (79%) that will increasingly be spent on social is being pulled from other areas of digital media spending, although some (21%) will be pulled from TV spending

How are companies measuring all of this social media spend and effort? Most respondents use a variety of metrics, with the most popular being engagement (forwards, shares, posts, retweets, likes)  at 93%, followed by participation (fans, followers, check-ins, sign-ups) with 92%, reach (uniques, PVs, video views, time spent) with 88%, and advocacy (comments, feedback, participation in polls) at 81%.

See the full report on the business use of social media below.
Booz & Co Buddy Media Campaigns to Capabilities Social Media and Marketing 2011

Social Network Stats of the Week: Google+ Surges, #RLTM Scoreboard

The #RLTM Scoreboard:  Social Network Stats for the Week

Facebook: over 800 million users via Facebook
Twitter: over 200 million users via ReadWriteWeb
Renren: over 170 million users via iResearch iUser Tracker
Qzone: 480 million users via Wikipedia
Sina Weibo: over 140 million users via SINA Corporation
LinkedIn: 115 million members via LinkedIn
Groupon: 115 million subscribers via Reuters
Google Plus: 43 million users via Mashable
Tumblr: 30 million blogs via Tumblr
Foursquare: 14 million users via Foursquare

Please email marissa@modernmediapartners.com if you have additional updates, or a social network that you feel should be on the list.

A Big Surge for Google+

This week saw a huge gain in users and traffic for Google+, as the social network finally opened up to the public. User numbers jumped up to an estimated 50 million over the weekend (Paul Allen), with about a third of these users coming in the two days after Google+ opened itself to the public.

Google+ Users and Traffic Has Surged in the Last Two Weeks

According to new data from Experian Hitwise, the site’s share in the social media market rose 1269% over the course of the week, with 15 million visits. These new numbers position Google+ among the top 10 social networking sites, and puts the site in position to challenge LinkedIn and MySpace in the near future. In the “Social Networking and Forums” category on Experian Hitwise, Google+ rose from #54 to #8 in the week of Sept 17-24th. While Facebook was busy rolling out new features, their “young and scrappy” (Mashable) rival social network Google+ was experiencing growth rates that hadn’t been seen since the first week of testing.

Google+ Ranking Among Social Networks via Experian Hitwise
Will growth rates fizzle over the next few weeks, or will the user backlash against Facebook’s changes help sustain steady growth for its potential rival?  And how much will the popularity of older Google features – Gmail, YouTube, search – draw more users to Google+?

Social Gaming: Malibu Rum Launches Facebook App

Malibu Black has launched a Social Gaming promotion on Facebook

Malibu has launched what it claims is the “first social media game for a spirits brand.”  The Facebook application is called “Beach Club” and it challenges fans to earn points while running a virtual resort. The goal?  To help boost sales during the winter (traditionally Malibu’s slow season), and to promote the new Malibu Black, which was introduced in April of this year.

Targeting 21- to 35-year-olds, the game is available anywhere with Facebook.  The details:

  • Players earn points by landscaping the resort and keeping guests happy with the right mix of amenities
  • If you’re playing in the U.S., points are converted to sweepstakes entries for a trip to Barbados
  • Malibu blocks the game from underage drinkers, relying on birth dates in user profiles

AnnaMarie Battiloro, U.S. senior brand manager for Malibu, told AdAge Digital that the brand is trying to “keep Malibu top of mind and in the consideration set of consumers outside of the summer.”  The product is traditionally a big seller in the summer season, typically receiving a 12% sales lift in July.  Malibu Black is 70 proof and positioned for “high energy” occasions, compared with the beachier regular version, which is 42 proof.

Malibu’s brand is interspersed throughout the game.  For example, the game includes a bar in which users can earn points by mixing Malibu-inspired drinks.  That said, the game is hosted on a stand-alone page, designed to build awareness with new customers.

Social gamers represent a significant target for spirits brands, with 50% of Americans aged 18-44 playing social games daily.  But there are some risks, including concerns about whether Facebook’s system for verifying that players are of legal drinking age will deliver enough protection.  The company says it has put effort into giving the game a more adult look and feel, as opposed to using kid-friendly animations.

What do you think?  As Facebook begins to offer more opportunities for marketers to create custom applications and games that are tightly integrated into the user experience, do you think it’s appropriate for spirits brands to be sponsoring social games?

Only 12% of US Smartphone Owners Are Checking In

Social and Geosocial Activities Used By Smartphone Owners via Pew ResearchA new study from the Pew Research Center measures the popularity of social activities among mobile phone and smartphone users, and finds that checking in – through geosocial services such as Foursquare and Gowalla – is the least popular.

While 83% of adults in the US own a cell phone, only 35% own a smartphone.  Of those smartphone owners, 59% use their phone to access a social networking site, 55% use it to get location-based directions or recommendations, and only 12% use it for checking in to location-based social networks, including Foursquare, Gowalla, and others.

The survey also examined the demographics of smartphone owners using geosocial and location-based services:

  • younger adults are more likely to use these services
  • 68% of college graduates use them, compared with 44% of those who have not gone to college
  • there are no significant differences by gender
  • those in households making at least $75,000 per year are more likely to use location-based directions and info

The survey also included those who automatically add geotagging to their updates on social media sites like Twitter and Facebook. Just 14% of social media users say they include their location with their social posts (this equals 7% of American adults.)

The results are based on a national telephone survey of 2,277 adults conducted April 26- May 22, 2011 by The Pew Research Center’s Internet & American Life Project.  Download the full survey results here.

Power to the People: 52% of Consumers Believe They Can Use Social Media to Influence Brands

Consumers Use Social Media to Influence BrandsPerformance marketing agency Performics recently released a report about the interactions between consumers and brands on social networks, and the impact that social media conversations can have on brands.

The social media study found that 52% of respondents strongly or somewhat agree that voicing opinions on social networking sites can influence the business decisions of companies/brands.  And 31% purchase more from companies/brands that they like or follow on social networks than from those they do not.

Brands Influenced by Opinions on Social NetworksThe study, titled “S-Net, The Impact of Social Media,” highlights findings specific to 18 different industries: alcoholic beverages, apparel, appliances, automotive, education, electronics, entertainment, financial services, food, healthcare/pharma, household, magazines/newspapers, non-alcoholic beverages, personal care, restaurants, sports related, telecommunications and travel.  The respondents surveyed used social networks, including Facebook, Twitter, MySpace, YouTube, and LinkedIn.

Additional highlights from the report:

  • educational institutions (79%), sports (79%) and entertainment (74%) topped the list of most discussed categories on social networking sites
  • the majority of respondents discuss brands/products on social networking sites to compare prices (59%), to talk about sales/specials (56%) or to provide feedback to brands (53%)
  • respondents who purchase household (29%), telecommunications (28%) and healthcare/pharma (28%) products were more likely to voice their complaints via a social networking site
  • 26% think brands should communicate with their fans/followers once per week on social media; 28% think it should be once per month

Some industry-specific results:

  • 53% follow travel companies/brands on social networking sites for coupons/discounts
  • 43% follow electronics companies on social networking sites for offers to win points or online currency redeemable for products
  • 42% discuss automobiles on social networking sites to compare prices
  • 32% have made a sports-related product purchase as a result of seeing something posted on a social network

Based on the study results, Performics recommends that marketers respond to the specific customer desires for brand interaction in their category/industry, concentrate their efforts on the “most relevant and appropriate” social networks, and engage in social media monitoring.

The study was based on a 30-minute online survey used to collect information from 2,997 U.S. respondents, who access at least one social network weekly. To qualify for a category section, respondents had to make at least one purchase in the designated category in the past six months.


Facebook Marketing: Toyota Crowdsources Philanthropy

This summer Toyota is running a Facebook marketing campaign – “100 Cars For Good” – designed to give fans the chance to vote on which charities receive a new car.  The initiative gives one car to a nonprofit everyday for 100 consecutive days, with fans choosing from five different charities each day.  Anyone checking out Toyota’s Facebook page can participate – they do not have to ‘like’ the brand in order to vote – through August 16th.

The effort was created to get consumers to engage with Toyota via social media, and to participate in something meaningful to them.  The campaign has been promoted by Facebook ads and online display ads.  ClickZ reports that Toyota worked directly with Facebook on this initiative.

The nonprofit organizations featured have the chance to win that day’s car, and also receive pro bono Facebook credits to advertise their organizations, helping them to begin or expand their social media presence and get more ‘likes’ in the process.

How will this compare to other big brand attempts at engaging consumers with marketing for the “social good”?