December 17, 2012 § 1 Comment
I really love Instagram. Apparently, others do as well. There have been 5 billion photos shared through the network. But there are new Instagram policies brewing giving marketers and personal users some things to think about.
Remember that Facebook bought Instagram for a measly $1 BILLION recently and then we all started having problems with our Instagram photos on Twitter because Instagram had disabled Twitter integration. These new policies seem to hint at adding advertising to Instagram.
So now, what’s up with the policies that go in place on January 16, 2013? Apparently they will not apply to photos shared before this date. Instagram says that the new policies would primarily help the company combat spam, which has grown along with the popularity of Instagram. The new policies will not alter how it handles photo ownership or who is able to see the pictures.
Here’s five important considerations that the New York Times reported today:
1. Instagram can share information about its users with Facebook, its parent company, as well as outside affiliates and advertisers. They say it’s to make functionality and sharing easier between the two groups. But certainly this information will inform targeted advertising for Instagram when and if that happens. And allow Facebook advertisers access to Instagram information. So, this is probably good for marketers.
2. You could be featured in advertising without your knowledge, just like Facebook does now. Instagram will also be able to use your photographs and identity in ads. The “Rights” say “You agree that a business or other entity may pay us to display your username, likeness, photos (along with any associated metadata), and/or actions you take, in connection with paid or sponsored content or promotions, without any compensation to you.” So let’s say you upload a picture to Instagram of yourself and others who are not users of Instagram or Facebook. Bam! They may be in an ad along with you. Maybe not so good for users or marketers if the images are not appropriate.
3. The unsolicited use of photos applies to underage children as well. Instagram requires that users must be at least 13 years of age, but the new policy states that they are agreeing that a parent or guardian is aware that their image, username and photos can also be used in ads. This use of underage children is troubling. Not so good for marketers.
4. Ads may not be labeled as ads. There may be no disclaimer that says you are viewing an ad. “You acknowledge that we may not always identify paid services, sponsored content, or commercial communications as such,” says the new Instagram policy. Maybe okay, but does not smack of transparency.
October 3, 2012 § Leave a comment
New information released from My Life shows that while women are more likely to be a member of Facebook and login more frequently, they also exhibit a “fear of missing out (FOMO)”. The study also reinforces the fact that women are more likely to check their e-mail accounts more often. We are all living in “real time”. Social media and email brings the world to us on a constant basis. The world is increasing our interactivity constantly. As I write this the first Presidential Debate is airing. It was the most tweeted and Facebooked political event in history. Social media has become the proverbial “water cooler” and “backyard fence”.
Lots of studies have shown that women are more active in social media so what’s the news here? Well, not only are women more likely to be a member of Facebook but they also check-in with more frequency.
- 95% of women surveyed belong to Facebook vs. 86% of men
- 67% of women login to Facebook once a day or more as compared with 54% of male Facebook members
- 21% of women login 2-3 times a day vs. 15% of men
- Only 13% of women say they login to Facebook less than once a week. One in five (20%) of men said the same
Women are also checking into their email more regularly than men.
- 83% of women check their primary email once a day or more vs. 75% of men
- This goes up to 90% of females age 35-44 as compared with 85% of men the same age
Why the FOMO Funk?
Why do women have this fear of missing out on things? For email, could it be that women are constantly in charge as the Chief Operating Officers of their families? They are dealing with children, family, spouses. Women are juggling work expectations and dealing with family schedules.
In connecting to their social networks, women are looking to their friends for the news they can use.
- 65% of women (vs. 59% of men) say they keep an eye on their social networking profiles because they don’t want to miss news or an important event or status update
- One quarter of female respondents (25%) said they typically visit or log-on to their social networking profiles when they wake up, before they check their email accounts. Only 18% of men report checking social networking profiles before e-mail
- 47% of women wish there was a solution to help them manage all their social networking profiles (vs. 40% of men)
- Marketing to Women: OMG! Do you have FOMO? Social Media Addiction? (jamiedunham.wordpress.com)
- Jeffrey Tinsley: FOMO Trumps FOPL With American Adults (huffingtonpost.com)
June 6, 2012 § Leave a comment
Do you feel you are spending as much time on Facebook as you have in the past? Has the desire to share and read about the details of friends and acquaintances waned? If the bloom is off your Facebook rose, then you are not alone. According to a recent poll conducted among 1,032 Americans by Reuters and research firm Ipsos, 35% of Facebook users said they are less engaged on Facebook than they have been in the recent past. Conversely, only 20% of users say they are spending more time on the site.
The reasons given for the drop in engagement are finding the site boring, not relevant or not useful (27%), a lack of time (25%), and concerns about privacy (24%). Those who are the most positive towards Facebook are those aged 18-34. Two-thirds say they have either a very or somewhat favorable opinion of the social network, compared to 48% of 35-54-year-olds and just 31% of those over 55.
Even more troubling for Facebook is the finding that four out of five Facebook members have never been influenced by ads run on the site. Since the social network’s IPO, this new finding underscores the need for Facebook to turn the 900 million customer base into a more receptive advertising audience. This research comes on the heels of AP-CNBC survey results released in May which found that 83% of users rarely if ever click on ads or sponsored content on the site. Of course, Facebook did generate $3.7 billion in sales last year, mostly from its online ads. But sales growth has been slowing, according to Reuters.
On a more positive note, 18-34-year-olds are 40% more likely than the average to have been influenced by a Facebook impression to make a purchase. Data from a new Inside Network Research report indicates that this demographic makes up 44% of Facebook’s US audience.
This rising concern about advertising effectiveness was highlighted last month when General Motors announced they would halt their Facebook advertising. Advertisers must think about the type of Facebook engagement that binds the social network and how their product/service fits into the lifestyle represented on Facebook. I am not thinking about a car purchase when I am on Facebook sharing family photos, events or ideas. Certainly, food products, restaurants, clothing and passion type activities seem to match up better with the Facebook audience.
Some analysts are predicting that Facebook might go the way of My Space or AOL. But maybe it’s just a plateau. Only time will tell. Neil Sedaka certainly expressed it best: “Come on baby, let’s start anew, cause breaking up is hard to do!”
- Facebook ‘boring’? 1 in 3 users are tuning it out (news.cnet.com)
July 11, 2011 § 2 Comments
I had an increasingly frequent and enjoyable experience this past week. I met one of my online friends, Jen Myers, for coffee this week. It was our first face to face meeting, because although we have corresponded through social media for quite some time, we had not met in person. Jen is a great business woman, Mom and socially conscious person. I met her originally because of her ability to use her coupon skills to help fill her local food bank, and now she is part of the growing Daily Deals for Moms.
Average Facebook User Has Never Met 7% of Friends.
Evidently my experience is not too rare. A just-released Pew study on the ways people use social networking found that on average Facebook users have about 229 Friends, with the majority of their total friends list being comprised of people they know, but the average Facebook user has never met 7% of their Facebook friends in real life. The friends they know come from the following groups: 22% of old high school friends, 12% extended family, 10% coworkers, 9% college friends, 8% immediate family, 7% people from extracurricular groups and 2% being neighbors.
What is remarkable about women having virtual friends is that for the first time in history, women’s social networks are expanding, at all ages.
Recent research from VibrantNation.com shows that boomer women are the first generation of women in history whose social networks are expanding at mid-life and beyond. It seems that mid-life women, such as myself, are in personal contact with at least 46 persons a month, and 65% share information online with others in their network. One of the most important facts about boomer women is their reliance on consumer reviews if the source is knowledgeable/experienced. They rely on references on websites like Amazon.com (70%), eBay.com (54%) and TripAdvisor (27%).
It’s such an interesting phenomena that women of different ages, lifestyles and cities who share common interests can meet online and develop friendships. That’s why women rule social media and will continue to make strong online relationships.