Social Media Statistics Changes in the social sphere from 2009 to 2011.
reportSocial Media Statistics Changes in the social sphere from 2009 to 2011.
Social Media StatisticsIntroductionIn March 2011, Twitter® celebrated its fifth birthday. According to Techcrunch, it took threeyears, two months and one day from the first tweet to get to the billionth tweet. Now users senda billion tweets each week. Users average 140 million tweets per day, up from 50 million tweetsper day a year ago. An average of 460,000 new Twitter accounts are created daily. An infographfrom Social Hype and OnlineSchools.org states that as of 2011, there are more than 500 millionactive Facebook® users—representing one out of every 13 people on earth, with half logged inon any given day. Faced with these astounding numbers, it’s clear that social media has becomecommonplace in the fabric of society.As more people and organizations step into the social media ring, organizations need to movefrom being on social media to consuming the social media ecosystem. As a business leader, youneed to go beyond using social channels merely for building awareness and providing customersupport. You need to start using the social sphere to inform strategic decisions and execute yourorganization’s business objectives, marketing plans, product roadmaps and more.In order to do this effectively it’s important to understand the DNA of the social sphereand the impact it can have on the future of organizations, brands, competitors and thecustomer experience.This report provides an overview of the changes in social media over the past couple of years.It includes an analysis of blogs, forums, news sources and Twitter from 2009 to the first half of2011. You’ll get a sense for the overall sentiment about social media, discover the geographicareas experiencing the most social media growth, learn what conversations are taking place insocial media about social media and see why monitoring social media conversations is morecritical than ever. Tweet this. 1
Social Media StatisticsAnalysis MethodologyUsing Sysomos Media Analysis Platform (MAP) and Heartbeat the following social mediachannels were analyzed to produce the insights for this report. This report is broken into twodistinct sections to first analyze social media mentions in blogs, forums and traditional newschannels, such as the New York Times and Wall Street Journal, over a two year period. Forthe Twitter analysis, the second half of 2010 was compared against the first half of 2011 for alltweets captured.Time Period Channels in Existence2009 to 2010 Blogs 606 million, Forums 780 million, News 161 million2010 to mid-2011 Blogs 861 million, Forums 1,942 million, News 258 millionTwitter—July to December 2010—9,364 million tweets January to June 2011—9,529 million tweetsFindings overview:• A rise in positive sentiment about social media• Global growth in social media is diminishing North America’s position as the center of the social media universe• Social media conversations about how to use social media effectively are being surpassed by conversations focused on the sharing of information• Reflective of true human nature, the word “time” has been the single most used word in social media since 2009Social media mentions in blogs, forums and traditionalnews channelsTime Period Channels in Existence2009 to 2010 Blogs 606 million, Forums 780 million, News 161 million2010 to mid-2011 Blogs 861 million, Forums 1,942 million, News 258 million 2
Social Media StatisticsConversations are growing more positiveAutomated sentiment is used to gauge the overall tone of conversations in the socialsphere and determine if they are positive, negative or neutral. When used in tandemwith offline analysis, automated sentiment can provide a strong sense for how yourorganization, brand and industry are perceived. The following analyzes a big question: Howis social media itself perceived in the social sphere?Year-over-year conversations taking place in blogs, forums and news grew more positive insentiment. In the 4,608 million conversations analyzed, the positive sentiment in each ofthese channels rose by up to five percent and remained static or decreased by up to threepercent in negativity. All three channels experienced a drop in neutral sentiment.Perhaps this is indicative of social media conversations expressing real opinions and being trulyconversational. With the trend of neutral sentiment on the decline, purposeful communicationand critical conversations are now surfacing. Could 2011 be the year where a post solely for thesake of posting (but without anything meaningful to say) becomes a thing of this past? 2009-2010 2010-2011 3
Social Media StatisticsConversations are getting more globalConversations spread like wildfire in the social sphere, blurring country, province/state orcity boundaries. The volumes of conversations in each geographic area determine its shareof voice. With respect to social media conversations, who is the most vocal? To the surpriseof few, the United States of America maintains the largest share of voice in social media for2009 through 2011. There is a small but notable rise in share of voice worldwide betweenthe first 24 months and the last 18 months. However, the growth in the share of voice for theUnited States is slightly outpacing the entire world in terms of social growth.Looking at the rest of the world, it’s important to note that China’s share of voice rose aremarkable 116.67 percent over last year. In addition, Japan, Brazil, and Indonesia join theranks of the top 11 countries replacing Italy, Turkey and India.And who suffered the greatest drop in the top 11 spots? Spain and the United Kingdom, whichlost 50 percent and 32.76 percent of their share of voice respectively compared to last year.Canada still ranks sixth, experiencing a small increase in share of voice from 3.4 percent to3.6 percent. Interestingly, with a change this slight, Canada can be used as a benchmark forthe typical share of voice growth pattern of blogs, forums and news globally. 2009-2010 4
Social Media Statistics 2010-2011A look at conversations regarding “social media”through text analyticsThe BuzzGraphThe two following BuzzGraphs were created based on one keyword: social media. TheBuzzGraph is a visual identifier of the most prevalent words in conversations related to akeyword. This makes it easy to determine the focus of discussions.In the 2009-2010 BuzzGraph, extending from the center of the conversation to the rightare three interesting topics: Business, Twitter and Engagement. This could be an indicationthat people are engaging in business conversation using Twitter or perhaps the discussion isabout businesses engaging with customers through Twitter. In this same time frame, for the2008 holiday season, Dell offered deals exclusively to its Twitter followers, generating$1 million in revenue. As this story was covered extensively in 2009, people were talkingabout it. 5
Social Media StatisticsThe BuzzGraph highlights two additional words that are used often in relation to socialmedia: marketable and promoted. A Mashable article from 2009 may help explain. Thearticle states, “(Dell) tells us that they’ve now generated a total of $6.5 million in revenuefrom their Twitter presence, where they have nearly 1.5 million followers on their @DellOutletaccount (and 3 million “connections” across all social sites.)” It’s likely that Dell’s activitygreatly contributed to conversations around social media.In comparison, at the center of conversations from 2010-2011 is the keyword “shar” toencompass “share”, “sharing” and “shares” (Sysomos abbreviates the word to “shar”—removing the extension to capture all mentions)Is this an indicator of a stronger“social IQ” as the population is accepting social media as a primary method ofcommunication and sharing? 2009-2010 6
Social Media Statistics 2010-2011The WordcloudAnother means of visually understanding key conversations is the Wordcloud. Wordcloudsenable organizations to get a handle on the topics, events and themes at the center of mostconversations, while also illustrating how those words relate to a company, brand or industry.Looking at all conversations in the social sphere, the term “time” is prominent in the centerof the Wordcloud in 2009-2010 and 2010-2011. Could this simply be reflective of humannature? As the world speeds up around us, everyone seems more obsessed with time andthe management of it. Conversations in the social stream help validate this very common,human concern.Compared to 2009-2010, the share of voice in 2010-2011 was smaller for all words relatingto “social media”—illustrated in the size and boldness of the font. Perhaps this is the resultof fewer conversations about social media and the occurrence and growth of other, morediversified topics and themes. 7
Social Media StatisticsThe 2009-2010 Wordcloud includes a single, one character symbol from a language otherthan English. However, in the 2010-2011 Wordcloud, characters from various languagesappear with greater frequency. As various cultures and languages continue to populate thesocial sphere we can expect to see many languages reflected throughout the social stream. 2009-2010 2010-2011 8
Social Media StatisticsTwitter and social media conversationsTwitter Volume Recap:Twitter—July to December 2010—9,364 million tweets January to June 2011—9,529 million tweetsAccording to Techcrunch, there is an average of 460,000 new Twitter accounts beingcreated daily, but surprisingly there has been very little increase in tweet volume from thesecond half of 2010 to the first half of 2011.Sentiment about Twitter itselfAs a study of Twitter, the medium itself, and inclusive of all conversations existing on Twitterworldwide, 27 percent of the conversations had a positive sentiment and 18 percent had anegative sentiment (while 55 percent of conversations remained neutral) in the latter partof 2010.Analysis of the first half of 2011 shows a very similar distribution—26 percent positive,17 percent negative, and 55 percent neutral sentiment for all conversations.This very slight decline in positive and negative conversations is actually quite different thanour observations for blogs, forums and news. The sentiment of social conversations throughthe Twitter channel doesn’t seem to change that much at all. 2010 9
Social Media Statistics 2011Where in the world are conversations throughTwitter occurring?As opposed to our observations of blogs, forums and news—the USA is actually droppingin share of voice on Twitter from the end of 2010 to the middle of 2011. Does this mean thatwithin the social sphere, channels with the greater breadth and depth of content, such asblogs and forums, are coming back into favor over using Twitter for social conversations?With respect to other geographic areas, the volume of conversation through Twitter seems tobe increasing at the same rate as blogs, forums and news channels. 2010 10
Social Media Statistics 2011Twitter: A look at social media through text analyticsThe BuzzGraphThe two following BuzzGraphs were created based on one keyword—social media. As avisual identification of the words prevalent in conversations related to a keyword, it is easy todetermine the focus of discussions on Twitter.In the second half of 2010, conversations occurring on Twitter focused on the websiteMashable and the various articles contained on the site that referenced social media and itsrelationship to marketers.So far in 2011, there appears to be less focus on how to use social media and more focusaround the applications for social media and the networks and channels people use for socialmedia engagement—for example RT, blog, Linkedin®, Facebook, workplace, and marketing. 11
Social Media StatisticsThe WordcloudThe Wordclouds below contain words that connect to human emotions. In the latter halfof 2010 the word “love” appears in the center, in strong, large font. So far in 2011, the mostcommon word used on Twitter is “lol”. Both “love” and “lol” are terms that convey positivefeelings and represent the most frequently used words in conversation on this social channel.In 2011 characters from multiple languages are more prominent and have increased over lastyear. This is an indication that Twitter has been adopted around the world. 2010 13
Social Media Statistics 2011Organizations have an opportunity to start shaping the conversations occurring on Twitter bymonitoring and engaging in this social channel. Your organization, brand or community caninfluence social media conversations on Twitter by first listening and then engaging. Thesesocial conversations can be about your organization or its exceptional customer service orproduct offerings? 14
Social Media Statistics Business Intelligence for Social MediaSocial media is gaining momentum globally and the conversations are starting to become less of anovelty and more true to human nature. This means information and insights from the social stream arebecoming more significant to organizations than ever before. We put together this overview of socialmedia by analyzing the billions of conversations and tweets taking place online. By the time you’ve readthis report, the social media landscape will have already shifted. The conversations from yesterday (andthe sentiment, volume and location of those conversations) have changed today and will change againtomorrow. However, it’s possible to tap into what happened in the past and what’s happening todaywith the right social media monitoring solution. Click below to learn more about Heartbeat and theMedia Analysis Platform (MAP) and discover how Sysomos products can help you learn more aboutyour company, your brand and your competition. 1-866-483-3338 • firstname.lastname@example.org • sysomos.com 15