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BizReport : Social Marketing : October 10, 2013

Message boards seen as personal

Don't count out message boards as part of a social strategy. That's the takeaway from a new report by ProBoards. Researchers found most people prefer message boards for 'meaningful discussion' even over popular social networks like Facebook, Twitter and LinkedIn.

by Kristina Knight

"The survey results do not surprise us since platforms such as Facebook and Twitter do not give you the level of control that forums do," said Patrick Clinger, founder and CEO of ProBoards. "Forums provide greater customization and more options that allow people to build their own unique and powerful community to support their individual needs."

ProBoards researchers polled social media users across Facebook, Twitter, LinkedIn and Google+ as well as blogs and the support forums within ProBoards.

Meanwhile, a new infographic out from NetBase may point cosmetic brands in the right direction, socially speaking. According to their data the social space in increasingly important for two groups of cosmetics buyers - Fashionistas (28% of respondents) and Social Shoppers (15% of respondents); these shoppers look to social networks for inspiration, product information and trends. In fact, for Fashionistas, social networks are nearly as important as fashion magazines (37% influence vs. 43% influence).

"This report confirms the necessity of accurate social data for the cosmetics industry to fully understand their consumers' preferences and behaviors," said Gretchen Hoffman, VP of Marketing for NetBase. "A well-crafted social strategy that takes into account the nuances in social media usage among consumers can really help cosmetics brands move the needle."

Demographically speaking, the research shows:

• 27% of 25-34 year olds turn to Facebook for cosmetics information, 22% of 18-24 years do so
• 19% of African Americans, 25% of Hispanics look to blogs/message boards for cosmetics info
• Pinterest is engaging 21% of Hispanic women, 11% of Caucasian women and 6% of African American women

Tags: message board trends, Netbase, ProBoards, social marketing, social network trends, social trends

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