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This lecture contains an overview of PR usage in Web 2.0, social networking and blogging platforms.The slides contain data from a recent Pew study.
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Interactive PR
PR 475
Brett Atwood
Three New Web Usage Studies
Web 2.0 Social Networking Blogging
LinkedIn Exercise
Web 2.0 Statistics
Pew Internet has a new study that contrasts early Web site usage with “Web 2.0” usage
Photobucket vs. Kodakgallery
Wikipedia vs. Encarta
Wikipedia Traffic by Age
Encarta Traffic by Age
MySpace vs. Geocities
Social Networking & Teens
Pew Internet just released a study on social networking usage among teens
Key Findings
55% of online teens use social networks 55% have online profiles Older girls predominate
70% of older girls have used social networks Compared to 54% of older boys
Key Findings
66% of teens who have a profile limit access to “friends”
48% of teens visit social networks “daily or more often”
Reasons for Usage
Managing Current Friendships91% use the sites to “stay in touch” with
friends they see frequently in person82% use the sites to “stay in touch” with
friends that they do not regularly see
Most Popular Sites
85% use MySpace 7% use Facebook 1% use Xanga Others:
Yahoo Piczo Gaiaonline Tagged.com
Usage Patterns
84% post messages to a friend’s profile 82% use internal messaging/email system
of the social network site 61% use the “bulletin” feature to send
message out to all “friends”
New Blogging Report
A major survey on “blogging” was released July 2006
Largest U.S. based “blog” sites
MySpace.com Owned by NewsCorp
Blogger.com Owned by Google
Other big sites: LiveJournal.com Xanga.com Typepad.com Tripod.com
Who is Blogging?
Bloggers are youngMore than half (54%) of bloggers are under the
age of 30. 55% of bloggers blog under a pseudonym,
and 46% blog under their own name.
SOURCE: PEW INSTITUTE 2006 SURVEY
Who is Blogging?
54% of bloggers are first-time writers They have not published anywhere else
44% have previously published
SOURCE: PEW INSTITUTE 2006 SURVEY
Is it Journalism? Most bloggers do not think of what they do
as journalism. 34% of bloggers consider their blog a form
of journalism, and 65% of bloggers do not.
SOURCE: PEW INSTITUTE 2006 SURVEY
Is It Journalism?
Most have not “trained” to be journalists57% of bloggers include links to original
sources either “sometimes” or “often.” 56% of bloggers spend extra time trying to
verify facts they want to include in a post either “sometimes” or “often.”
SOURCE: PEW INSTITUTE 2006 SURVEY
Blogging Topics
Blogs are viewed as “personal journals” by many37% of bloggers cite “my life and
experiences” as the primary topic of their blog
SOURCE: PEW INSTITUTE 2006 SURVEY
Blogging Topics
There is a misconception about blogs in mainstream mediaOnly 11% of bloggers say they focus mainly
on government or politics.
SOURCE: PEW INSTITUTE 2006 SURVEY
Other Hot Topics
7% Entertainment 6% Sports 5% General news and current events 5% Business 4% Technology 2% Religion, spirituality or faith
SOURCE: PEW INSTITUTE 2006 SURVEY
Why Blog?
84% of bloggers describe their blog as a “hobby”59% of bloggers spend just one or two hours
per week tending their blog. One in ten bloggers spend ten or more hours
per week on their blog.
SOURCE: PEW INSTITUTE 2006 SURVEY
Why Blog?
The majority of bloggers cite an interest in sharing stories and expressing creativity.
Just half say they are trying to influence the way other people think.
SOURCE: PEW INSTITUTE 2006 SURVEY
The Political Factor
Bloggers are more political than non-bloggers
72% of bloggers look online for news or information about politicsOnly 58% of all Internet users seek news and
info on politics in the U.S.
SOURCE: PEW INSTITUTE 2006 SURVEY
In-Class Demonstration
Homework
Create a LinkedIn professional profile Read chapter 1 of “Blog Rules”