[OPLIN 4cast] OPLIN 4Cast #222: Facebook research

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OPLIN 4Cast

OPLIN 4Cast #222: Facebook research
March 23rd, 2011

<http://www.oplin.org/4cast/wp-content/uploads/2011/03/facebook_beaker.png>Over 
the next few weeks, OPLIN staff (mostly Laura Solomon 
<http://www.meanlaura.com/>) will be presenting programs at 
several Ohio Library Council Chapter Conferences about how 
libraries can use social media effectively. One of the most 
popular venues for libraries in the social media world is 
undoubtedly Facebook, which now claims to have more than 600 
million active users. With that many people using Facebook, 
it was inevitable that it would become the subject of social 
research projects. Today we look at results of four recent 
Facebook studies that we thought might be interesting to our 
readers.

    * Young users hating on brands
      <http://www.brandweek.com/bw/content_display/news-and-features/digital/e3i0bdd229a11f3be894cd25550be002e10>
      (Brandweek/Mike Shields) "According to a new report
      from Forrester Research, just 6 percent of 12- to
      17-year-olds who use the Web desire to be friends with
      a brand on Facebook---despite the fact that half of
      this demographic uses the site. Among Web-connected
      18- to 24-year-olds that figure does double---meaning
      that 12 percent of that demo is OK with befriending
      brands---though the vast majority of young adults are
      not, per Forrester. Even scarier for brands: Young
      people don't want brands' friendship, and they think
      brands should go away."
    * Australian study links Facebook use with narcissism
      <http://www.miller-mccune.com/culture-society/australian-study-links-facebook-use-with-narcissism-29129/>
      (Miller-McCune/Tom Jacobs) "Among Facebook users, the
      amount of time spent on the site per day varied
      widely. Seventeen percent of users reported they spent
      10 minutes or less, 24 percent between 10 and 30
      minutes, 23 percent between 31 and 60 minutes, 17
      percent between one and two hours, and 19 percent two
      hours or more."
    * Facebook more popular than porn for UK users
      <http://www.bbc.co.uk/newsbeat/12784325> (BBC
      Newsbeat/Dan Whitworth) "The internet research company
      [Experian Hitwise] says that in January sites like
      Facebook accounted for 12.46% of all online traffic.
      That's the equivalent of 2.4 billion hits or one
      eighth of all web visits. In comparison entertainment
      websites, including pornographic ones, accounted for
      12.18% of traffic. It's the first time social
      networking has overtaken entertainment in terms of
      popularity. Of those, social network site Facebook
      accounted for more than half, or 56%, of visits."
    * Subscribers, fans, & followers: The Social Break-Up
      <http://blog.exacttarget.com/blog/new-email-marketing-strategy/subscribers-fans-and-followers-the-social-break-up>
      (ExactTarget blog/Kristeen Hudson) "If the company
      fails any of these relationship tests, a 'social
      break-up'---i.e., an 'unsubscribe,' 'unfan,' 'unlike,'
      or 'unfollow'---is all but inevitable. When the
      consumer is no longer happy in the relationship, they
      will actively break off contact with the company...or
      just ignore their communications in the hopes the
      company will get the message that it's over."

*/Directory fact:/*

OPLIN maintains a directory of Ohio public library Facebook 
<http://oplin.org/ohio-public-library-facebook-directory> 
sites. If your library site is not on the list, please 
contact us <http://support.oplin.org/>.
------------------------------------------------------------
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