CCRRC: Untangling the social web – Insights for users, brands and retailers
Social networking is no longer defined by arbitrary status updates posted by Millennials. It has incredible scope and power that demand attention from users, brands and retailers. It is the most popular online activity worldwide and has altered the way we connect, share and build relationships with people and communities around the globe.
Social networking sites currently reach 82% of the world’s online population, representing 1.2 billion users.1 It has given power to the masses, creating overnight sensations via YouTube® and altering shopping behaviors with foursquare®, and has even changed the presidential campaign process through the use of Twitter® and Facebook®.
The digital landscape has experienced tremendous growth, innovation and technological advancements over the past several years. Five years ago, email was predominately sent from a computer, the iPhone® was a brand-new product, “‘Twitter’ was a sound, the ‘cloud’ was in the sky [and] ‘4G’ was the name of a parking space.”2 The online world is moving rapidly, and brands and retailers need to understand the social networking landscape, its users, how it impacts their role and presence in the market and how they can affect the space.
Untangling the social web: Introduction
Untangling the social web: Part 1
Untangling the social web: Part 2
Untangling the social web: Part 3
Untangling the social web: Part 4
Untangling the social web: Part 5