Mar 30 07
Most “social networkers” are 35 or older, but is it a business tool?
By Scott sigler
A recent study by internet information provider Comscore reports that more than half of MySpace.com users are 35 years old, or older. Considering that MySpace accounts for 80 percent of the social networking market (according to Lee Ann Prescot at Hitwise.com), that one site makes for a solid benchmark - if the data is accurate, social networks are not just for teenagers and college students any more.
So we “old folks” are using social networks. But before you run out and invest in a social network site for internal communications, we need to remember what most social networking is currently about: connecting with people, not getting work done. I’m a regular MySpace user, but I have never used it, not once, in any way related to my day job. Have you? Hey, I’m thrilled you’ve got 16,216 MySpace friends, but are those people heling you and your company be more competitive in the marketplace?
The market is definitely shifting to where we will use social networks as part of the daily job, communicating with co-workers and delivering information that helps either get the job done, or aids in the competitive sales environment. Companies like Juniper and NetApp are using social networks to engage and interact with customers and partners.
The wave is coming, but it’s only just starting to crest. You can sink untold fortunes into developing a social network site - but before you do, define objectives. Are you just trying to communicate competitive info? Product knowledge? Are you trying to get customers talking to customers, partners to share knowledge, or are you just sending out info and not concerned with feedback or starting a long-term conversation? Like any kind of communication initiative, define the objectives, then find a tool to match.
You make a really important point. Sometimes we think more about the means than the end. Sure, social networking tools may be the latest craze, but will it work for your audience and objectives? Are you dedicated to maintaining the feedback? How often do you plan to post? These are the type of questions that need to be asked.