Daily Resource Feed 06/06/2012

  • As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways.

    Tags: socialmedia, mckinsey, research, 2012, v2, smm, chp1

    • We have identified its four primary functions—to monitor, respond, amplify, and lead consumer behavior—and linked them to the journey consumers undertake when making purchasing decisions.
    • It’s no secret that consumers increasingly go online to discuss products and brands, seek advice, and offer guidance. Yet it’s often difficult to see where and how to influence these conversations, which take place across an ever-growing variety of platforms, among diverse and dispersed communities, and may occur either with lightning speed or over the course of months. Second, there’s no single measure of social media’s financial impact, and many companies find that it’s difficult to justify devoting significant resources—financial or human—to an activity whose precise effect remains unclear.
  • Among the most visited websites around the world, Facebook had roughly 152 million unique U.S. visitors in March 2012— or, more than two out of three Americans who were active online visited Facebook. This rate is even less than in other markets, including Brazil, New Zealand and Italy, underscoring Facebook’s transcendence of borders around the world – and on the world wide web.

    Since its founding in 2004, the social network has passed many milestones as it skyrocketed from a few million U.S. users to millions more around the world. Looking back at Nielsen data from over the last eight years, here are some of the key moments in Facebook’s story:

    In January 2009 Facebook passed Myspace to become the top social network/blog site for the first time, a position it’s held in the U.S. ever since.
    Between 2005 and 2009 Facebook doubled its traffic each year in the U.S., surpassing 10 million uniques for the first time in November 2006 (11.6M).
    Facebook connected friends around the globe quickly: reaching 10 million unique UK visitors by April 2008. In 2009, the French, Spaniards and Germans followed suit, with 10 million visitors apiece in January, May and November, respectively.
    As recently as August 2011, Facebook overtook Orkut as the top social networking site in Brazil; it has continued to grow its audience since then.

    Tags: social, facebook, nielsen, 2012, data, smm, chp1

Posted from Diigo. The rest of SocialMedia&Marketing group favorite links are here.

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