10 Things You Should Know About Social Media Users

10 Things You Should Know About Social Media Users

10 Things You Should Know About Social Media Users

64% of American adults are active on social media.

Americans have a half empty/half full thing going when it comes to the corporate use of Twitter, Facebook and other social media sites. They think more highly of organizations that are active within this space, even when they realize that increasing profit is the primary driver of these efforts, according to recent survey results from Allstate and the National Journal. For businesses, the survey presents an in-depth profile of social media users. For starters, they're more community and politically active than non-users, and their purchase decisions are very dependent on the feedback they receive from their online circles. Ironically, as popular and ubiquitous as social media has become, it's still not particularly trusted: Americans are far more likely to believe what gets reported through TV and radio, newspapers, cable/network news and other traditional media. (For example, 71 percent of survey participants place trust in newspapers, compared with just 30 percent who do the same for social media sites.) "The explosion of available information and interconnectivity through social media is beyond dispute," says Joan Walker, Allstate executive vice president. "The greater question is whether these amazing new tools can also help make [companies] more trustworthy. This poll shows that the jury is still out, but suggests strongly that in social media there is much potential for creating more accessibility, while demanding more authenticity to be successful." A total of 1,000 American adults took part in the research.

Dennis McCafferty is a freelance writer for Baseline Magazine.
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