Social media has created a fundamental shift in the way we all communicate. In the process, we sometimes lose media, develop new media and in some cases see traditional media adapt to the new sociology and technology. A excellent new book titled “Socialnomics” explains how social media has transformed both the way we live and the way we do business.
Yesterday I was searching through some YouTube content when I found this great video about the book that highlighted almost 40 observations about the impact of social media. Some of them might be considered predictable, but many are really eye opening. What’s even more amazing is the speed at which these shifts have taken place, as well as the sheer size and geographic impact of many of them.
When I consider all of this from an ad agency perspective, it all just seems so overwhelming, yet exciting at the same time. From a sheer speed perspective, how does any agency be it specialist or full service keep up? How do they monitor these new trends and at the same time develop the expertise and capabilities to competently deliver them. Even more frightening is the concept of how an agency can stay ahead of the changes and deliver innovation and thought leadership to their clients? without resorting to the good old default approach of smoke and mirrors.
Here are a few findings from the book that I think you will find thought provoking:
- 25% of search results for the World’s Top 20 brands are links to user generated content.
- 90% of people who can Tivo ads actually do it.
- 25% of Americans have watched a short video on their phone in the last month.
- 24 of the 25 largest newspapers are experiencing record declines in readership because we no longer search out news, the news comes to us.
- By 2010 Gen Y will outnumber Baby Boomers, and 96% of them will have joined a social network.
- If Facebook were a country, it would be the world’s 4th largest between the USA and India. A true example of a global community.
- The fastest growing segment on Facebook is 55-65 year-old females.
- 80% of twitter usage is on mobile devices.
- Email is passé’. In 2009 Boston College stopped distributing email addresses to young freshman.
- There are over 200,000,000 blogs out there.
If you have not seen it already, please take a moment to view the YouTube video entitled “Social Media Revolution” by Erik Qualman. I think you will find it well worth your time. I know that it will get you thinking about your agency and whether you have the right plan and resources in place to take advantage of these changes in consumer behavior both now and in the near future. They are the fuel to a whole new world of opportunities for agencies who are embrace the changes and adapt accordingly.