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BizReport : Social Marketing : April 07, 2009

Study: Discovery drives social media use

Integrated marketing agency TMW took a closer look at why Internet users use social media and found self-development to be a key driver.

by Helen Leggatt

The reason some use social media is for entertainment, and some use it to socialize, but the majority use it for discovery and self-development, according to TMW's Darran Snatchfold in an interview with DigiTales Blog's Mel Carson. Knowing how and when social media is used is all very well, but knowing why it's used can improve a brand's success in an already treacherous environment.

Social media users also had altruistic intentions, found TMW's research, and felt the need to help others make the right choices. Sixty percent of respondents said they liked the ability to communicate with companies and be involved with a brand.

Age plays a part, too. Personal expression and fame are drivers most likely associated with 18-24 year olds while older generations are motivated by discovery and altruism.

"However the ego-centric fame drivers cannot be ignored, with 31% admitting a degree of enjoyment from being seen to be doing well in life by others," said Snatchfold, "explaining the breed of aggressive network builders on Facebook."

Tags: altruism, brand, communicate, discovery, Facebook, fame, social media, socialize, TMW

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