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The rapid rise of social media and what it means for brands

October 5, 2012

In less than a decade social media have become integrated into our personal and professional lives. According to a new report from InSites Consulting, nearly 100 percent of Internet users surveyed in 19 countries are aware of Facebook. Eighty percent know about Twitter and 70 percent are familiar with Google, reports. Only about 40 percent are aware of LinkedIn, but the network still maintains a strong niche in the business-to-business market.

In the poll, seven of 10 Internet users are members of at least one social network. On average, people join one to three social networks, the report found. The majority have profiles on two sites, usually Facebook and Twitter or LinkedIn. The results suggest that about 1.5 billion people around the world use social networking sites. More than half of them access these sites on smartphones.

The report found that consumers interact with only a limited set of brands on social media, but more than half of consumer comments about brands are positive. Eight out of 10 consumers said they want to collaborate with companies on projects, but most brands are not receptive to these kinds of relationships. Forty-one percent of Pinterest users said they share branded content on their pages. — Greg Beaubien


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