Pew Internet & American Life Project released two interesting new pieces of research in the last week:
The first research piece, a survey of over 2,200 adults, was an investigation of how many adults found their experiences participting in social networking sites to be mostly positive. The research compares with an earlier report on teens and provides insight about the differences between these two age groups.
Why it’s important: For companies interested in knowing more about how behavior skews according to age, income and ethnicity, the report contains some extremely helpful data that may shape a social media strategy aimed at one or more of these groups.
The second research piece was a study of the effect of “power users” on Facebook. The study shows that due to the pervasive influence of these highly engaged users, everyone else using the network is more prone to receive, for instance, to more friend requests (63%) as opposed to making one (40%). Similarly, the study states that it’s more likely to be “liked” than to actively “like” others’ posts.
Why it’s important: While the importance of power users as hubs or connectors has been generally recognized, the research takes steps to actually quantify what their value is and why it is so worthwhile for companies to court the interest and advocacy of these highly engaged individuals.