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Web Strategy by Jeremiah

Jeremiah discusses how web tools enable companies to connect with customers

Social Networks Site Usage: Visitors, Members, Page Views, and Engagement by the Numbers in 2008Yesterday

Stats on social networks are important, but I’m going to need your help in creating a community archive, can you submit stats as you find them?

I’m often asked, “What are the usage numbers for X social network” and I’ve received considerable traffic on my very old post (way back in Jan) of MySpace and Facebook stats, even months later. Decision makers, press, media, and users are hungry for numbers, so I’ll start to aggregate them as I see them

An industry analysts’ perspective on web measurement:
To be clear, my employer Forrester doesn’t provide specific numbers about social networks like Compete, Comscore, Nielsen or others, we conduct our own surveys on user/brand behavior, opinions, and technographics, so I’m often asked for these numbers by press. I’ll use this page as a library, and point clients, press, and media to it, so they’re armed.

Numbers don’t tell us much without insight and intrepreation, in fact, you’re going to see conflicting numbers of usage from many of the agencies and social networks themselves. The key is to look at trend movements, don’t focus on the specific numbers but the changes to them over time.

I put more weight on active unique users in the last 30 days vs overall registered, in fact, the actual active conversion rate will often range from 10-40% of actual us

Weekly Digest of the Social Networking Space: Nov 19, 2008Yesterday

I’m respecting your limited time by publishing this weekly digest on the Social Networking space, which I cover as an industry analyst. By creating this digest (I started this over a year ago) it really helps me to stay on top of the space I cover.

I’ve created a new category called Digest (view archives). Start with the Web Strategy Summary, then quickly scan the succinct and categorized headlines, read text for my take, and click link to dive in for more.

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Web Strategy Summary
Deployment of social networking technology in verticals such as military, vets, and the Philipines continues to occur. Soon to e president Obama to publish weekly YouTube videos. Expect to see an increase in social networks adoption around politics and government. Jerry Yang removed from CEO role.

Using Blogs to create Industry ListsNovember 18

I received a tweet from Monika pointing to this animation that was created by VizEdu, they created an animation showing how I used my blog to create a vendor product catalog for the white label/community platform space (its still a top viewed page). I started this list before I joined Forrester, as I saw a trend, and now I’m covering this space as an analyst.

I find blogs more effective in creating my many lists, as I can filter the comments and look for quality –sometimes wikis get jumbled with vendor pitches and not everyone treats quality the same way. Do note that I only use social media for some aspects of research, the majority of it leans on the proven methodologies put in place before me.

For those wondering where the Wave report is on this space, I’ve submitted my draft to my editor, it’s a long process, and we’re still plugging away, thanks for your patience.

Oh and funny how some of the spam comments showed up, I’ve since removed them, but like the song about the cat, they keep coming back, the very next day.

Categorization of Brand Backlash StormsNovember 17

While brand backlash (one example of a Groundswell) from social media tools are certainly an impact to the reputation of companies and how their consumers react, there are many different levels of severity from each.

First, see this list of brands that were punk’d from social media, I’ll add some categorization to each of them as I can best gauge in coming days.

To help gauge the differences, I’ve constructed these categories of brand backlash storms (leaning on the Hurricane categorization)

Category 1: Consumer revolt and use social media tools (Twitter, Blogs, YouTube) to tell their story, the brand doesn’t flinch, and there is no mainstream media coverage. Examples: A weekly, if not a daily occurance.

Category 2: The backlash extends beyond just social media tools (Twitter, blogs, YouTube), the brand makes changes based on consumer feedback, and coverage extends to mainstream media and press. Examples: Louis Vuitton brandjacked, Exxon Mobile’s Twitter experience.

Category 3: Consumers use social media tools to spread backlash and there is considerable mentions from mainstream press. the backlash is more severe resulting in significant changes from the brand (hiring, firing, processes, policies or new teams put in place). This becomes a case study for social media books and is often discussed in s

The Motrin Moms Backlash by the NumbersNovember 17

If you weren’t following what was happening online this weekend (yes, yes, ok you’ve got a life) there was a Groundswell against Motrin’s latest viral advertisement that was rejected by mothers in Twitter, spread to blogs, and YouTube. I’m not a mom, so at first glance I didn’t understand the offense, but apparently, it was condescending to moms who perceived wearing babies in a sling as ‘fashionable’ accessory, and who didn’t wanted to be labeled as an ‘official mom’. The original video, which was trying to lean on the light side, took to many generalizations with mothers and resulted in a revolt capped by this backlash video.

To learn more about the story, read Laura Fitton’s summary, Dave Knox of P&G is taking note, has made it to the NY Times Parenting Blog, and the VP of Marketing representing Motrin has apparently responded (I can’t confirm this). Update: Motrin has now apologized on their site (see screenshot below) and there’s MSM pickup by