Awareness and incorporation of these insights in marketing programs will empower marketers and enable brands to thrive in the social network landscape through more effective targeting and optimization of their social media advertising initiatives. In turn, the overall user experience in social media networks could be greatly enhanced.
Atlanta, Georgia (PRWEB) March 23, 2009
BLiNQ Media, a social media advertising company that maximizes advertiser performance across social media web sites, today announced the release of a white paper, "User Behaviors in Online Social Network Applications Present Untapped Marketing Advantage." The paper, written by Stephen P. Stuk, Ph.D., Co-founder and Chief Intelligence Officer for BLiNQ Media, explores the profiles and behavior of individuals utilizing online social network applications and outlines resulting insights that can be tapped to benefit marketing and application development initiatives.
The extensive research and analysis on social network application usage data, comprising more than 9 million users and 117 million records, was executed by BLiNQ Media as a pre-cursor for a series of in-depth studies being conducted with the Wharton Interactive Media Initiative (WIMI). Dr. Stuk is also Associate Professor in the Practice of Decision Information Analysis at Goizueta Business School, Emory University.
"Historically information about patterns in online behaviors has been largely inaccessible and/or unusable," cited Dr. Stuk. "That is not to say that research has not been conducted: There is a growing body of research in modeling social networks. However, these studies tend to be purely theoretical with limited use of data. This is the first time that this level of analysis has been done with actual data. The results revealed some surprises."
The study examined behavior through several filters, including number of actions by member, total numbers of days of application use, lag time to accept gifts in the application and the resulting effect on future action within the application. Profile investigation revealed patterns related to gender, age and relationship status.
Analysis identified significant differences in user behavior and profiles, providing unprecedented and valuable insights that will help brand marketers better understand their social media audiences. "The insight garnered through the research represents a milestone for brand marketers," commented Dave Williams, Co-founder and Chief Executive Officer of BLiNQ Media. "Awareness and incorporation of these insights in marketing programs will empower marketers and enable brands to thrive in the social network landscape through more effective targeting and optimization of their social media advertising initiatives. In turn, the overall user experience in social media networks could be greatly enhanced."
Through this study, several common beliefs about member usage were debunked and new insights were revealed, including:
A) There are small groups of individuals that are responsible for the majority of actions and interaction with applications on Facebook.
B) These important members can be identified by their behavior and profile.
C) There are patterns in behavior and profiles that are pre-cursors to termination or reduced activity.
D) Identification of these occurrences will allow for intervention to control or adjust behavior.
E) Additionally there are groups or patterns of behavior and profile that lead to increased use and activity, providing for increased advertising revenue or brand exposure.
Additional analysis and model development is currently being conducted by WIMI in partnership with BLiNQ Media that will provide even deeper insight into online user behaviors and demographics, further creating and enhancing opportunities for brand marketing.
BLiNQ Media is a social media advertising company based in Atlanta, Georgia, that maximizes advertiser performance across social media web sites, primarily Facebook, MySpace and LinkedIn, by targeting and optimizing advertising campaigns based on relevant consumer profile data. BLiNQ Media can be found on the Web at http://www.blinqmedia.com, as well as on Facebook and LinkedIn.
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