September 11, 2009

Social Media – Reach vs. Influence

Two dimensions of social media usage patterns are of particular interest - reach and influence. Some media, such as the social networking sites Facebook and MySpace, have broad (and rapidly growing) audiences, and hence reach. However, because large percentages of the time spent on those sites are for personal connections and communications with friends/acquaintances, little time or focus is typically devoted to other communications. This, in turn, means that these sites have lower overall influence on consumers' buying habits and decisions.