LinkedIn: The Most Important Social Networking Account to Have?
A new report from ROI Research sponsored by Performics found that nearly six out of 10 respondents deem LinkedIn as an important social networking account to have, more than any other social network.
“S-Net: A Study in Social Media Usage & Behavior” was conducted to shed some light onto how marketers can take advantage of emerging opportunities in the social media space by looking at how various segments of consumers use these sites in their daily lives. The survey was conducted in April and used a sample size of 2,997 respondents.
According to the survey, 59 percent of respondents said it’s important to have a LinkedIn account, up significantly from the 41 percent response observed in 2010. Twitter followed with 58 percent (up from 40 percent), while YouTube had 55 percent (up from 52 percent), Facebook had 53 percent (down from 56 percent) and MySpace had 53 percent (up from 39 percent).
With regard to the question of how frequently respondents visited each of these sites, 97 percent said they visit Facebook at least weekly, down from 99 percent in 2010; 70 percent said they visit Facebook at least daily, up from 68 percent in 2010.
Fifty percent said they visit LinkedIn at least weekly, down from 67 percent in 2010; 20 percent said they visit LinkedIn at least daily, down from 22 percent in 2010.
Forty-five percent said they visit MySpace at least weekly, down from 76 percent in 2010; 23 percent said they visit the at least site daily, down from 41 percent in 2010.
Meanwhile, 70 percent said they visit Twitter at least weekly, down from 81 percent in 2010; 44 percent said they visit the site at least daily, unchanged from last year.
Eighty-six percent of respondents said they visit YouTube at least weekly, down from 87 percent in 2010; 47 percent said they visit the site at least daily, down from 50 percent last year.
Entertainment-related companies/products were the most popular for respondents on Facebook, as 46 percent said they are a fan of them on the social networking site. This was followed by food with 41 percent, restaurants with 40 percent, apparel with 35 percent and electronics with 29 percent.
Meanwhile, 61 percent of Twitter users said since connecting with companies/products on the site, they are more likely to talk about the company/product; 59 percent said they are more likely to recommend the company/product; 58 percent said they’re more likely to purchase the brand/company’s product(s); 54 percent said they’re more likely to link to an advertisement for the company/product; and 47 percent said they’re more likely to attend a promotional or sponsored event.
For Facebook, 49 percent of users said they’re more likely to talk about the company/product; 53 percent said they’re more likely to recommend the company/product; 53 percent said they’re more likely to purchase the brand/company’s product(s); 42 percent said they’re more likely to link to an advertisement for the company/product; and 34 percent said they’re more likely to attend a promotional or sponsored event.
The survey also found that 34 percent of Facebook users either somewhat agree or strongly agree that they’re more loyal to companies/products they’re fans of on Facebook than those they’re not fans of. This number was 46 percent for Twitter users.
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