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Social Media sites gain large percentage of online time – Industries increase advertising spending

by Dave Zielski on November 5, 2009

in Social Media

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Some people still say “social media is a fad”. In fact I have heard several individuals say they will not advertise or spend time on social media marketing because they do not think that people use it. They think it’s for teenagers to chat with each other after school. But new reports are showing this “fad” is now being seen by business and marketers as a way to influence brands and build their relationships with customers.

According to a new report from The Nielsen Company, in August 2009, 17 percent of all time spent on the Internet was at social networking sites, up from 6 percent in August 2008. And the marketers are well aware of this. Estimated online advertising spend on the top social network and blogging sites increased 119 percent, from approximately $49 million in August 2008 to approximately $108 million in August 2009. Most industries are seeing a surge in advertising revenue this year.

Year-over-Year Percent Change in Online Advertising Spend by Industry (U.S., August 2009)

Estimated Spend on Top Social Network Sites*

Year-over-Year Percent Growth

Industry

Aug-08

Aug-09

On Social Network Sites*

On All Sites

Entertainment

$1,097,700

$10,012,800

812%

40%

Travel

$473,700

$2,198,200

364%

-11%

Business to Business

$683,400

$1,941,700

184%

-8%

Automotive

$1,110,200

$3,085,800

178%

-26%

Health

$1,131,500

$2,754,900

143%

8%

Web Media

$11,231,800

$26,855,700

139%

30%

Software

$526,400

$1,202,500

128%

-29%

Financial Services

$3,233,900

$6,415,900

98%

-10%

Public Services

$6,836,500

$13,203,100

93%

13%

Telecommunications

$12,449,500

$23,550,300

89%

-1%

Consumer Goods

$1,913,400

$3,349,200

75%

8%

Hardware & Electronics

$654,000

$1,022,900

56%

-47%

Retail Goods & Services

$8,101,400

$12,556,800

55%

-12%

Source: Nielsen AdRelevance

*Estimated spend on social networking sites is based off of data for the top ad-supported member community sites ranked by unique visitors in August 2009

To read the entire News Release from the Nielsen Company, click here.

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Social Media Policy to Protect your Brand Reputation

by Dave Zielski on July 30, 2009

in Companies, Facebook, Oops!!

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According to Nielsen, the total minutes spent on Facebook increased nearly 700% year-over-year, growing from 1.7 billion minutes in April 2008 to 13.9 billion in April 2009. Strung together, those minutes translate to over 26,000 YEARS!!! SO we can safely say social media is being used and is not going away anytime soon.

Now, with all those minutes people are on the social media channels, there are going to be times when your school, company or organization comes up as a topic for discussion. It will be very important how you handle the situation. If you handle it wrong or don’t even have a policy to handle it, you could get burned and your brand reputation may suffer. United Airlines had this happen to them: United Breaks Guitars

What can you do to avoid this? Well, for one thing, make sure you have some sort of social media policy in place. Here is a great example of how IBM addresses online social policies: IBM Social Computing Guidelines

Quite frankly, it is a pretty catchy tune and next time I book my travels, I may just be humming that tune…

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