Why This Social Media Study Is Different
Many theoretical studies have been conducted to explore the psychology of the social networker. This is not one of those studies. The BLiNQ Media research is purely data-driven and reveals insights to help brand marketers zero in on the user profiles and advertising tactics that will create the right social media solutions. For an overview of the results, see the executive summary below. To get the complete White Paper, please provide your contact information below.
BLiNQ Media White Paper Request
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User Behaviors in Online Social Network Applications
Present Untapped Marketing Advantage
Executive Summary
The paper "User Behaviors in Online Social Network Applications Present Untapped Marketing Advantage,"* explores the profiles and behavior of individuals utilizing online social network applications and outlines resulting insights that can be tapped to benefit marketing and application development initiatives. The extensive research and analysis on social network application usage data, comprising more than 9 million users and 117 million records, was executed by BLiNQ Media as a precursor for a series of in-depth studies being conducted with the Wharton Interactive Media Initiative (WIMI).
The study examined behavior through several filters, including number of actions by user, total numbers of days of application use, lag time to accept gifts in the application and the resulting effect on future action within the application. Profile investigation revealed patterns related to gender, age and relationship status.
Analysis identified significant differences in user behavior and profiles, providing unprecedented and valuable insights that will help brand marketers better understand their social media audiences, enabling them to more effectively target and optimize social media advertising initiatives.
Through this study, several common beliefs about user usage were debunked and new insights were revealed, including:
- There are small groups of individuals that are responsible for the majority of actions and interaction with applications on Facebook.
- These important users can be identified by their behavior and profile.
- There are patterns in behavior and profiles that are precursors to termination or reduced activity.
- Identification of these occurrences will allow for intervention to control or adjust behavior.
- Additionally there are groups or patterns of behavior and profile that lead to increased use and activity, providing for increased advertising revenue or brand exposure.
Additional analysis and model development is currently being conducted by WIMI in partnership with BLiNQ Media that will provide even deeper insight into online user behaviors and demographics, further creating and enhancing opportunities for brand marketing. Awareness and incorporation of these insights in marketing programs will empower marketers and enable brands to thrive in the social network landscape, while significantly enhancing the user experience in social media environments.
*White Paper "User Behaviors in Online Social Network Applications Present Untapped Marketing Advantage" was written by Stephen P. Stuk, Ph.D., Co-founder and Chief Intelligence Officer for BLiNQ Media and Associate Professor in the Practice of Decision Information Analysis at Goizueta Business School, Emory University.
