I found a great article on social networking and business. It is about what a Harvard Business professor found when he researched what people actually do on Facebook and also the stats of Myspace. Using these findings, the professor advises businesses how to market. Harvard Business Professor Mikolag Jan Piskorski spent years researching the social networking sites. He found that there are gender differences, site differences (such as Facebook vs Twitter), as well as other surprising findings. It seems that Piskorski researched the web logs on what people do on these sites (i.e. Facebook, Myspace) and found that what most people are drawn to is pictures and profiles (70%). He believes that people post pictures to show they are having fun and that way don’t have to boast that they are. People view because it is a way to look into someone’s live without really prying into really private information. Even in photo viewing there is gender differences. Piskorski stated that mostly men look at women they don’t know, followed by women they know. Women on the other hand look at other women they know.
When looking at a more text based SN site, like the new kid Twitter, Piskorski also found gender differences. He states, “Women actually say things, guys give references to other things.” In addition to all these findings, he also found that even though people are saying that “No one uses MySpace,” that after analyzing the database of 100,000 Myspace users that smaller populated cities and communities in the south participate in Myspace. Hotspots for Myspace seem to be places like Fort Worth but not Dallas, Tampa but not Miami, and “Alabama, Arkansas, West Virginia, Oklahoma, Kentucky and Florida.” Laura Lake reported some fascinating statistics about Facebook. She stated that from September 2008 to February 2009 the number of Facebook users between the ages of 35 and 44 increased 51%, between ages 45-54 by 47%, and ages 26-34 increased 26%. The data shows that Facebook users are not just for the high-schoolers and college goers, in fact there are 140 million Facebook users out of college.
So what does all this data show and mean to businesses? Can and how do businesses market on these SN sites when there are differences in gender and other ways they communicate? Probably the best conclusion that was found is through the man who has looked at the difference extensively. Harvard Professor Mikolag Jan Piskorski states that these types are not to be thought of like other social media sites, where people just click through to a business site. He believes it does not work that way. He advises business to develop a “social strategy” that involves fulfilling social needs. This is what has made the SN sites so popular from the beginning. The SN fulfilled the need that the offline world did not meet – this is where the strategy begins. His words in a concise phrase are, “…come to the table and say, Here is a product that I designed for you that is going to make you all better friends” and make your product more social.