Different social networks appeal to different people for different reasons. The two obvious giants when it comes to social media are MySpace and Facebook. A user’s preference for either network may speak to the differences in many other interests and online behaviors, but determining exactly where the similarities and differences lie could mean the difference between successful and unsuccessful outreach for marketing initiatives.
- Facebook users connect with more people than MySpace users. In an average week, Facebook users connect with 17 people on a one-to-one basis and 82 people on a one-to-many basis. This is more than MySpace users or users of both networks.
- Users of both networks share similar online communication habits related to use of IM, discussion boards, blogs, VOIP, video conferencing and micro-blogging. However, users of both networks are much more likely to blog than those on only MySpace or Facebook exclusively.
- Facebook users use more devices to access the Internet, but MySpace users spend more time online.
- Social Clickers* rely on the Internet to maintain relationships with friends and family and to seek out new friends. A generational divide runs through this group, yet all Social Clickers share a desired to connect and communicate with others online.
- Content Kings* pursue a wide range of diversions available on the web. Deciding when, where and how to access entertainment, Content Kings create their own entertainment experiences. Content Kings see the Internet primarily as an entertainment source, and spend an overwhelming amount of their time online in the pursuit of fun.
- Everyday Pros* use the web quickly and efficiently. They are less likely to express their ideas online, nor are they interested in engaging with others. Everyday Pros focus on accomplishing mundane activities online, like checking stocks and managing their bank accounts. Everyday pros are short on time and disinclined to linger online.
- Fast Trackers* flock to the web to get their daily dose of news, sports, and weather. With a constant need to stay up-to-date, this group use a mix of major and specialized sites to get what they need. Focused and efficient, Fast Trackers spend half of their time online pursuing the facts, news and information they crave.
- Online Insiders* do more of everything there is to do online. They know about the Internet and see themselves essentially “living online.” Online Insiders divide their online time more evenly across major areas of online involvement.