Throw in LinkedIn, Twitter, Pinterest, Instagram and region specific social networks like Vkontakte and Sina Weibo and WeChat, and you’d be hard pressed to find anyone who’s online but isn’t on social media.
What has led to the rise of these social networks? What kind of people do they attract?
What is their psychology? What kind of content do they like to consume? And most importantly for bloggers and marketers – what works, what doesn’t on social media?
Facebook has become the ‘home base’ for most people online. While they may or may not use other networks, a majority maintain a presence on Facebook.
Popular: Used by 72% of all adult internet users in America.
More women users: 77% of online female users are on Facebook.
Younger audience: 82% of all online users between 18-29 are on Facebook
USA (14%), India (9%) and Brazil (7%) form the three largest markets.
Twitter’s quick flowing ‘info stream’ attracts an audience that swings younger and is mostly urban/semi-urban.
Younger: Used by 37% of all online users between 18 and 29.
Educated: 54% of users have either graduated college, or have some college experience.
Richer: 54% of online adults who make over $50,000+ are on Twitter.
Younger users: 27% of all 16-24 year olds online are active members of Google+. In contrast, only 18% and 14% of 45-54 and 55-64 year olds are active on Google+ at the moment.
Large non-US user base: Only 55% of Google+ users are American. 18% are Indian and 6% are Brazilian. One reason for this international user base is Android’s popularity outside the US (since Google+ is baked right into Android).
Even income distribution: According to GlobalWebIndex.net, 22% of people in bottom 25% of income earners are on Google+. For the top 25% of income earners, this number is 24%, while for the mid 50% earners, this number is 23%. This means that nearly all levels of income earners are nearly equally represented on Google+.
Here’s what you should know about Pinterest demographics:
Overwhelmingly female: 42% of all online female users are on Pinterest, vs. only 13% of men.
Older audience: 72% of Pinterest’s audience are 30 years or older. Only 34% are between 18 and 29. Significantly, 17% are over 65 years old.
Distinctly suburban: Suburban and rural users form the largest share – 29% and 30% respectively. This is distinctly different from other networks where urban users rule.
Higher income: Given the higher average age, Pinterest users also have higher disposable income, with 64% of all adults making $50,000+ on Pinterest.
The professional networking site LinkedIn attracts an older audience that is largely urban, wealthier, and more educated.
Older: Only 23% of users are between 18-29 years old. 21% are over 65 years, and 31% are between 30 and 49 years of age.
Urban: Very limited number of rural users – only 14%. 61% are either urban or suburban.
Wealthier: 75% of users earn over $50,000.
Highly educated: 50% of LinkedIn users are college graduates. Another 22% have some college experience.
Snapchat is the newest social networks on this list, but also one of the fastest growing. Here’s what you need to know about its demographics:
Dominated by women: 70% of Snapchat’s users are females.
Overwhelmingly young: 71% of users are younger than 25.
Limited income: 62% earn under $50,000 – fitting given the average age of Snapchat’s users.
ere’s what you should take away from all these stats:
If you’re targeting younger users, stick to Instagram, Twitter and Snapchat.
If you’re targeting women with disposable income, head over to Pinterest.
For professionals with better education and income, use LinkedIn.
For everyone, go with Facebook.
The psychology of social media users
Facebook is a ‘closed’ network where your friends list will usually be limited to family, friends and acquaintances you’ve met in real life. Privacy is a big concern for Facebook’s users, and all posts are private by default.
This ultimately affects the way users interact with each other and with businesses on Facebook.
Facebook users are more trusting (since the network is closed).
Facebook users have more close relationships. Pew found that heavy users of the platform are more likely to have a higher number of close relationships.
Facebook users are politically engaged and active.
To understand why people share or follow on Twitter, researchers at Georgia Tech and UMichigan analysed over 500M tweets over 15-months. They found that the three biggest reasons why people share/follow on Twitter are:
Network overlap: Your network is similar to your followers’ network.
User tweet-RT ratio: The number of tweets vs. the number of RTs for a user.
Informational content: The more informative the content, the better.
This means that you’ll no longer have to deal with nerve-wracking copy-and-paste headaches since all formatting preferences from Docs will automatically be applied to the copy in WordPress.
But more importantly: You’ll also be able to edit pieces with partners and colleagues simultaneously and follow the changes they make in real-time.
The nifty integration will be available for any WordPress.com blog as well as any WordPress.org website equipped with the Jetpack plugin. All you have to do to enable it is authorize the add-on with access to your blog by signing up to your WordPress account.
Future Trends Forum hosted by Bryan Alexander will address the most powerful forces of change in academia. The founder of the online blog Future Trends in Technology and Education has begun this weekly forum to enliven the discussion around the pressing issues at the cross roads of education and technology through weekly online video chat conversations where practitioners in the field can contribute and share their most recent experiences.
Paul Signorelli, co-author of Workplace Learning & Leadership with Lori Reed, helps clients and colleagues explore, foster, and document innovations in learning to produce concrete results. He also is heavily engaged in supporting team-building and communities of collaboration. As a San Francisco-based writer, trainer, instructional designer, and consultant, he designs and facilitates learning opportunities for a variety of clients, helps others become familiar with e-learning, social media, MOOCs, mobile technology, innovations in learning spaces, and community partnerships (onsite and online) to creatively facilitate positive change within organizations. He has served on advisory boards/expert panels for the New Media Consortium Horizon Project documenting educational technology trends and challenges since 2010; remains active locally and nationally in the Association for Talent Development (formerly the American Society for Training & Development); and facilitates webinars for the American Library Association and other learning organizations. His most recent work remains focused on connectivist MOOCs (massive open online courses) and building sustainable onsite and online communities and partnerships. Signorelli earned an MLIS through the University of North Texas (with an emphasis on online learning) and an M.A. in Arts Administration at Golden Gate University (San Francisco); blogs at http://buildingcreativebridges.wordpress.com; and can be reached at email@example.com.
First-time users: upon entering the room, click “Allow” to the Flash prompt requesting access to your webcam. (Chrome users may need to click Allow a second time).
Note: The Shindig app currently only supports interacting with the featured speakers through text. To fully enjoy the Shindig experience and be enabled to ask video chat questions of the speaker or video chat privately with other participants, please log in from a computer with webcam and microphone capabilities.
Zhang, X., Chen, H., Pablos, P. O. de, Lytras, M. D., & Sun, Y. (2016). Coordinated Implicitly? An Empirical Study on the Role of Social Media in Collaborative Learning. The International Review of Research in Open and Distributed Learning, 17(6). https://doi.org/10.19173/irrodl.v17i6.2622
Ungerer, L. M. (2016). Digital Curation as a Core Competency in Current Learning and Literacy: A Higher Education Perspective. The International Review of Research in Open and Distributed Learning, 17(5). https://doi.org/10.19173/irrodl.v17i5.2566
Technology considerably impacts on current literacy requirements (Reinking, as cited in Sharma & Deschaine, 2016). Being literate in the 21st century requires being able to decode and comprehend multimodal texts and digital format and also engage with these texts in a purposeful manner. Literacy is not merely based on a specific skill, but consists of a process that embraces the dynamic, social, and collaborative facets of digital technology (Lewis & Fabos, as cited in Mills, 2013).
Mackey and Jacobson (2011) suggest reframing the concept of information literacy as metaliteracy (supporting multiple literacy types) because of a tremendous growth in social media and collaborative online communities. They propose that information literacy currently involves more than a set of discrete skills, since active knowledge production and distribution in collaborative online communities are also necessary.
Mackey and Jacobson (2011) position metaliteracy as an overarching and comprehensive framework that informs other literacy types. It serves as the basis for media literacy, digital literacy, ICT literacy, and visual literacy.
According to Mills (2013, p. 47), digital curation is the sifting and aggregation of internet and other digital resources into a manageable collection of what teachers and students find relevant, personalized and dynamic. It incorporates the vibrancy of components of the Internet and provides a repository that is easily accessible and usable.
Pedagogies of Abundance
According to Weller (2011), a pedagogy of abundance should consider a number of assumptions such as that content often is freely available and abundant. Content further takes on various forms and it is often easy and inexpensive to share information. Content is socially based and since people filter and share content, a social approach to learning is advisable. Further, establishing and preserving connections in a network is easy and they do not have to be maintained on a one-to-one basis. Successful informal groupings occur frequently, reducing the need to formally manage groups.
Resource-based learning. Ryan (as cited in Weller, 2011) defines resource-based learning as “an integrated set of strategies to promote student centred learning in a mass education context, through a combination of specially designed learning resources and interactive media and technologies.”
Problem-based learning. Problem-based learning takes place when learners experience the process of working toward resolving a problem encountered early in the learning process (Barrows & Tamblyn, as cited in Weller, 2011). Students often collaborate in small groups to identify solutions to ill-defined problems, while the teacher acts as facilitator and assists groups if they need help. Problem-based learning meets a number of important requirements such as being learner-directed, using diverse resources and taking an open-ended approach.
Communities of practice. Lave and Wenger’s (as cited in Weller, 2011) concept of situated learning and Wenger’s (as cited in Weller, 2011) idea of communities of practice highlight the importance of apprenticeship and the social role in learning.
My note: this article spells out what needs to be done and how. it is just flabeghasting that research guides are employed so religiously by librarians. They are exactly the opposite concept of the one presented in this article: they are closed, controlled by one or several librarians, without a constant and easy access of the instructor, not to mention the students’ participation
As governments around the world impose new restrictions on internet freedom, it is worth remembering what is at stake. The present crackdown comes as digital platforms are being used in new and creative ways to advocate for change and, in many cases, save lives. Internet advocacy had real-world results in both democracies and authoritarian settings over the past year, and its impact was often most pronounced in countries where the information environment was more open online than off. In over two-thirds of the countries examined in this study, there was at least one significant example of individuals producing a tangible outcome by using online tools to fight for internet freedom, demand political accountability, advance women’s rights, support victims of unjust prosecution, or provide relief to those affected by natural disasters.
Fighting for internet freedom and digital rights
Social media were used effectively to fight for internet freedom in a variety of countries over the past year. In Thailand, over 150,000 people signed a Change.org petition against a government plan to centralize the country’s internet gateways, which would strengthen the authorities’ ability to monitor and censor online activity. As a result, the government announced that it had scrapped the plan, though skeptical internet users remain vigilant.
Using the hashtag #NoToSocialMediaBill, Nigerian digital rights organizations launched a multifaceted campaign to defeat a “Frivolous Petitions Prohibition Bill” that threatened to constrain speech on social media. Alongside significant digital media activism, civil society groups organized a march on the National Assembly, gathered signatures for a petition presented during a public hearing on the bill, and filed a lawsuit at the Federal High Court in Lagos, all of which contributed to the bill’s withdrawal in May 2016. India’s telecommunications regulator banned differential pricing schemes in February after more than a million comments were submitted online to protest companies that charge consumers different prices for select content or applications.
As you may be aware that TERI is a global think-tank knowledge driven organisation working in the field of Energy, Environment and Sustainable Development. TERI is organising it’s one of the flagship event ICDL 2016 from
13 to 16 December, 2016 at India Habitat Center, Lodhi Road, New Delhi. The theme of the conference is “Smart Future: Knowledge Trends that will Change the World”. (URL: http://www.teriin.org/events/icdl/)
As we understand that in the current scenario all enterprises are heading towards Digital Transformation, which derives business value for an effective decision making process. To be a part of this transformation strategy, all stakeholders at various levels should be aware of certain pertinent components, which are mentioned below. This conference is a unique platform to brainstorm and network with leading speakers and digital luminaries. Some of the major thrust areas to be covered are:
Innovation and Knowledge Management
Big Data and Analytics
Social Media and Analytics
Internet of Things (IoT)
To get yourself and your team to engage in one of these issues, we would request you to kindly share your skills, expertise and experiences with audiences in this thought provoking and stimulating interactive platform of ICDL 2016.
The proposed social media privacy law, scheduled to be considered by the state Senate Wednesday, bars any institution from asking or requiring an applicant or enrolled student to disclose a user name or password for a personal social media account.
Under the bill, a student could also not be prevented from participating in extracurricular activities if they refuse to disclose social media accounts or provide a list of contacts associated with those accounts.
Wade Harman is a digital business consultant specializing in Social Media Psychology. He is also a keynote speaker and hosts The Social Brain Podcast.
What Do You Mean By, ”Social Media Psychology Strategy”?
ninety-percent of purchasing decisions are made subconsciously and you know that’s a pretty big purchase thing there. Products that evoke emotions, they will always win with your customers.
George Lowenstein says “a major part of our brain is busy with automatic processes, not conscious thinking.” Ain’t that funny?
We all know social media is the front door to our content. But why aren’t they coming in? So if they’re not coming to your – quote unquote ”door”. If they’re not coming to your door, then you’ve not impacted them on a positive psychological level. Social media psychology is the back door.
It’s All About Making An Attractive ”Doorway”
how people clique on Twitter, what causes that clique. What causes that conversion, that lead. Topics like this are what make up social media psychology.
I will be bringing in, like I said certain influencers every month. Talking about their own experiences with social media and blogging content marketing and what have you in these lab classes.
So I needed help with people with large followings. People that had trust with their audience. I needed those people to share my content. So my voice could be heard quicker and so I began to stop blogging so much… I still blog, but I was blogging three time s a week and that’s a lot to blog. That really is.
So I began to understand that I needed to start building relationships. Now I’m blessed to have a lot of different resources at my fingertips. I have built those relationships with a lot of people from average Joe’s like me to influencers like Jay Baer and understand how a small business owner can go and get their voice heard online.
So that’s why there’s a huge need for The Think Tank Community I believe. Not only are we showing you how to target you audience, but we’re also showing you how to wake them up using social media psychology.
my note: do we need a think tank community for educators?
What Do You Do When There’s No More Engagement?
So wake somebody up out of their reticular formation, you target that audience and you already know that, you’ve already done that. You’re going to be an expert on Twitter, okay and so you’re not getting any feed back. You’re not getting any engagement.
So what do you do?
You niche down, you niche down. This is the way you wake these people up. Yes, when you niche down your audience gets a little bit smaller, but you keep nicheing.