Social Media Demographics and Trends

FRAMING UP SM IT‟S RELEVANCY
 Videos
 Social Media Revolution
 A Day In the Life Of Social Media

TRENDS
 Online and Offline worlds colliding
• There is no “diet version” of one‟s self that can sustainably exist in
SM
• All or Nothing
• What Happens In Vegas Stays On SM

 Digital Manifestation of Personal & Professional Culture
• Values Alignment, & Congruency
 Use Of SM in Employment Recruiting and Screening
• Finding and Accessing Appropriate Talent Pools
• Background Checks In Employment Screening
 Lack Of Internal Training
 Large Quantities Of Time To Successfully Capture, Assess, &
Execute On Data

TRENDS
 Expectations of Online Privacy
• Attitudes Towards Privacy
 Societal Shifts
 Different between X,Y, & Boomers

 Prevalence of Online Communities
• Build communities, Not Crowds
• Transparency of Personal Brands & Corporate Brands
• Talent Pools vs. Talent Communities
 Demographics of SM Users
• Who Shows Up & Where?

WHO SHOWS UP & WHERE?
Facebook
 Of the 845 Million users:
• 57% are Female
• 46% are 45+
• 57% have a college or graduate degree
• 47% live in households making $50-000-99,999

http://mashable.com/2012/03/09/social-media-demographics/

FACEBOOK TREND
 Senior citizens (50+) are the fastest growing segment of
Facebook users in the U.S., and could number 55 million by 2020
- Pew Internet and American Life Project

 http://allfacebook.com/facebook-seniors_b61114

Twitter
 Of the 127 Million users:
• 59% are Female
• 33% are 45+
• 38% live in households making $25,000-49,999

://mashable.com/2012/03/09/social-media-demographics/

Google+
 Of the 90 Million unique visitors:
• 71% are Male
• 50% are 0-24
• 47% live in households making $50-000-99,999


LinkedIn
 Of the 150 Million registered users (58.8 M in US):
• 50/50 split
• 49% are 45+
• 50% live in households making $50,999-99,999


LinkedIn
 The industries with the highest concentration world wide are
• High Tech(14.3%),
• Finance(12.4%)
• Manufacturing(10.1%)

http://www.slideshare.net/amover/linkedin-demographics-statistics-jan-2012

LinkedIn
 The job functions with the highest concentration worldwide are:
• Entrepreneurship (10.8%)
• Sales (9.5%)
• Operations (8.3%)


LinkedIn
 39% of the members are
• Manager
• Director
• Owner
• Chief Officer
• Vice President


TREND DRIVING SOCIAL
BUSINESS
 Customers who engage with companies over social media are
loyal and they spend up to 40% more with those companies than
other customers. (Bain & Company, January 2011)

TREND IN SOCIAL BUSINESS
 Online Communities Exist In:
• Facebook Groups
• Twitter Lists & “Tweet Ups” W/ of Hash Tags (#)
• LinkedIn Groups
• Ning- online platform, create custom social networks
 Can Be Centric Around:
• Professional or trade association
• A consumer brand
• Interest or Hobby
• Affinity/Alumni Group
• Learning

TRENDS IN SOCIAL BUSINESS
 Online Communities Allow For
• Exchange Of Ideas
• Networking
• Q&A
 Corporate Community Groups Are Significant Because:
• Allow the entity to be “flatter”
• Knowledge/Best practice repository
• Aspirationally, Facilitate corporate learning
 HR functions
 Software troubleshooting
 Coaching

TRENDS IN SOCIAL BUSINESS
 Talent Pools vs. Talent Communities in Recruiting
 Context: Moving beyond „Post-&-Pray‟ Mentality
• Talent Pools
 Tend to be passive in nature
 Communication is one-sided
 Transactional
 Based on need fulfillment (e.g., finding a job)
• Talent Communities
 Conversational in nature
 Relationship driven
 Environment where people collaborate & share resources
 http://blog.yoh.com/2012/01/talent-pools-and-talent-communities-whats-the-difference.html

QUICK NOTE ON PRIVACY
 Facebook’s Privacy Settings Don’t Protect You From
Websites Using The Plugins
 Don’t Accept All Application Requests
 Some applications are built just for the purpose of accessing your personal data, and they
hold this data even after you have deleted the application. Always read through the
permissions being requested to see the extent of what‟s being asked for.

 Photos Of You Are Visible Even When You’re Not Tagged

 http://allfacebook.com/facebook-privacy-mistakes_b84926

“NO PRIVACY SETTINGS FOR
STUPID”

WHAT DOES "PROFESSIONAL" LOOK
LIKE TODAY?
 “A new definition of professional behavior is developing in this
social world.” – Allison Fine
 Social media's threat to professional behavior for older
generations is often expressed like this:
• We'll be off message if our organization doesn't speak with one institutional
voice.
• I will be attacked out there by the wingnuts/trolls/nuts.
• We cannot have blog posts and Tweets go up and out with typos in it
• We cannot share plans and ideas in public before they're fully vetted
internally.

HERE IS THE TRANSITION:

http://blogs.hbr.org/cs/2012/05/the_new_professional.html?cm_mmc=email-_-newsletter-_-weekly_hotlist-_-
hotlist051412&referral=00202&utm_source=newsletter_weekly_hotlist&utm_medium=email&utm_campaign=hotlist0514
12

SOCIAL RECRUITING IN 2011
 89% of U.S. Companies will use Social Networks for Recruiting
 64% Have Successfully Hired Through SM
 55% Plan Investing More In Social Recruiting In 2012
 80% use LinkedIn For Recruiting
 64% use two or more social channels to recruit

http://recruiting.jobvite.com/resources/social-recruiting-infographic.php

JOB SCREENING WITH SOCIAL
NETWORKS
 91% of Employers use social networking sites to screen
 Where do they look?
 During the hiring process:
• Facebook is used 76% of the time
• Twitter is used 53% of the time
• LinkedIn is used 48% of the time
 When do they look?
 With regard to the hiring process, 47% of employers look at applicants SM sites
upon receiving the application, compared to 4% who do so right before making an
offer

http://9.mshcdn.com/wp-content/uploads/2011/10/How-Recruiters-Screen-Candiates-Using-Social-Media.jpg

 Random sample of 300 individuals involved in hiring process

NETWORKS
 69% of employers rejected a candidate because of content on a
social networking site, with the leading reason being the applicant
lied about their qualifications

 Other top reasons included:
• Inappropriate comments or pictures
• Demonstrated poor communications skills
• Posted negative comments about a previous employer

 http://9.mshcdn.com/wp-content/uploads/2011/10/How-Recruiters-Screen-Candiates-Using-Social-Media.jpg

NETWORKS
 68% of employers have hired a candidate because of what they
saw on the applicants social networking site, with the leading
reason being the applicant gave a positive impression of their
personality & organizational fit
 Other top reasons included:
• Profile supported their professional qualifications
• Profile showed the candidate was creative
• Candidate had good references posted by others

 http://9.mshcdn.com/wp-content/uploads/2011/10/How-Recruiters-Screen-Candiates-Using-Social-Media.jpg

PERSONAL BRAND MANAGEMENT
 It‟s All About Who You Know, Right….?

 It‟s All About Who Knows You!

 Question to ask yourself: Have you managed & promoted your personal
brand, so others identify you with opportunities?
 Social Media can be used as a tool
 to manage, promote your brand
 Maintain top of mind awareness

Tools
 Klout & PeerIndex - Measures capacity to influence
 Reppler – manages online image across different social networks
 SocialMention – Like Google Alerts, for SM
 Hoot Suite – Multi-Platform Publishing with URL shortening &
analytics

EXAMPLES OF SOCIAL MEDIA GONE
AWRY
 Lack of employee/employer values congruence
 Specific Policy Violation
 Examples in public, private, & religious institutions

DON'T TWEET BAD THINGS ABOUT
YOUR POTENTIAL EMPLOYER
 Connor Riley had a job offer from Cisco on the table. She
tweeted: “Cisco just offered me a job! Now I have to weigh the
utility of a fatty paycheck against the daily commute to San Jose
and hating the work.”
 Shortly after that, there was a reply from Cisco employee Tim
Levad: “Who is the hiring manager? I‟m sure they would love to
know that you will hate the work. We here at Cisco are versed in
the Web.

Read more: http://www.businessinsider.com/twitter-fired-2011-
5#dont-tweet-bad-things-about-your-potential-employer-
1#ixzz1vXSZj2o8

SEXUAL ASSAULT IS NEVER
FUNNY
 Nir Rosen was a Law Fellow at New York University until he
tweeted some astonishing remarks about Lara Logan's sexual
assault.
 The string of insensitive tweeting began with "Lara Logan had to
outdo Anderson. Where was her buddy McCrystal." He was soon
apologizing profusely and resigned from his fellowship the next
day
 Read more: http://www.businessinsider.com/twitter-fired-2011-
5#sexual-assault-is-never-funny-2#ixzz1vXSluoqM

SOME JOKES JUST ARE NOT
FUNNY
 Comedian Gilbert Gottfried, voice of the Aflac duck, made some
jokes about the Japanese tsunami over Twitter. He said, "Japan is
really advanced. They don't go to the beach. The beach comes to
them."
 Aflac is the largest insurance company in Japan. Gottfried was
fired.

Read more: http://www.businessinsider.com/twitter-fired-2011-
5#fired-for-insensitive-jokes-about-japan-3#ixzz1vXStEWqi

HE THOUGHT HE WAS TWEETING
FROM HIS PERSONAL ACCOUNT
 Scott Bartosiewicz was a social media strategist for New Media
Strategies.
 Thinking he was signed into his own account, he accidentally
tweeted the following from the corporate Twitter account for
Chrysler: "I find it ironic that Detroit is known as the #motorcity
and yet no one here knows how to f*cking drive."
 Bartosiewicz was fired and Chrysler didn't renew its contract with
New Media Strategies.
5#he-thought-he-was-tweeting-from-his-personal-account-
5#ixzz1vXT2Cxba

KEEP YOUR OPINIONS ON HOT
TOPICS TO YOURSELF
 Toronto-based sportscaster Damian Goddard was fired for
tweeting his opinion on same-sex marriage. Hockey agent Todd
Reynolds had criticized Rangers forward Sean Avery for publicly
supporting the cause.
 Tweeted Goddard, "I completely and wholeheartedly support Todd
Reynolds and his support for the traditional and TRUE meaning of
marriage."
 Fired.
5#keep-your-opinions-on-hot-topics-to-yourself-6#ixzz1vXT9Cflv

DON'T EMPATHIZE WITH
BOMBERS
 CNN fired its senior editor Octavia Nasr over her tweet
proclaiming respect for the deceased Grand Ayatollah
Mohammad Hussein Fadlallah. This is especially troublesome
considering that the AP called Fadlallah "staunchly anti-American
and linked to bombings that killed more than 260 Americans."
 She apologized, but it didn't matter.
5#dont-empathize-with-bombers-10#ixzz1vXTUYV9W

RACIST TWEETS ARE ALWAYS
OFFENSIVE
 Former MLB pitcher Mike Bacsik lost his gig as a radio producer
after getting drunk and tweeting some racially-loaded comments
during a Mavericks-Spurs game.
 The game didn't exactly go his way and he had some pretty
unpopular things to say afterward.
5#racist-tweets-are-always-offensive-13#ixzz1vXTgUb2D

A WAITRESS CAN'T DEAL WITH A BAD
TIP
 22-year-old North Carolina waitress Ashley Johnson blasted two
customers over Facebook for stiffing her on the tip and keeping
her late. She also took the time to mention her workplace by
name.
 She was fired for breaking a rule about disparaging customers.
 Read more: http://www.businessinsider.com/facebook-fired-2011-
5#a-waitress-cant-deal-with-a-bad-tip-1#ixzz1vXTwHam9

THIS FOOTBALL PLAYER WANTED TO
HEAR "THE OTHER SIDE" OF THE STORY
OF BIN LADEN'S DEATH
 Here's what Steelers running back Rashard Mendenhall had to
say about Osama bin Laden's death on his Twitter account: “What
kind of person celebrates death? It's amazing how people can
HATE a man they have never even heard speak. We've only
heard one side...”
 The Steelers are distancing themselves from his remarks and
figuring out how to proceed
 Outcome is still pending
5#this-football-player-wanted-to-hear-the-other-side-of-the-story-
of-bin-ladens-death-9#ixzz1vXTLIBTX

THIS FOOTBALL CHEERLEADER
MIGHT HAVE DRAWN A SWASTIKA ON
A GUY
 Caitlin Davis was fired from her job cheerleading for the New
England Patriots when a photo of her surfaced on Facebook.
 She appears next to a passed-out partygoer who's been covered
in phallic symbols, swastikas, and the phrase "I'm a Jew."
 She also has a Sharpie in her hand.
5#this-football-cheerleader-might-have-drawn-a-swastika-on-a-
guy-3#ixzz1vXU8THsp

THIS GUY DOESN'T GET TO BE THE
MASCOT FOR THE PIRATES ANYMORE
 Andrew Kurtz was a pierogi mascot for the Pittsburgh Pirates until
one of his Facebook posts, aimed at the team's owner and
managers, got some negative attention:
 "Coonelly extended the contracts of Russell and Huntington
through the 2011 season. That means a 19-straight losing streak.
Way to go Pirates."
 He was fired the next day.
5#this-guy-doesnt-get-to-be-the-mascot-for-the-pirates-anymore-
6#ixzz1vXUHDfwx

THESE FLIGHT ATTENDANTS HATED
ON THEIR AIRLINE CARRIER
 13 Virgin Airlines crew members were fired after publicly
discussing aspects of their job on Facebook
 They shared the number of times that certain airplane engines
had been replaced and that the cabins were infested with
cockroaches.
 They also took the time to insult the passengers who ultimately
pay their salaries.
5#these-flight-attendants-hated-on-their-airline-carrier-
7#ixzz1vXUMoXqj

THIS TEACHER WAS FIRED FROM
"THE MOST GHETTO SCHOOL IN
CHARLOTTE"
 A Charlotte, NC, teacher was recommended for firing by the
superintendent after making some remarks that the
superintendent perceived as racially insensitive.
 The teacher listed "teaching chitlins in the ghetto of Charlotte" in
her "Interests" section and "I am teaching in the most ghetto
school in Charlotte" in her "About Me" section.

5#this-teacher-was-fired-from-the-most-ghetto-school-in-charlotte-
8#ixzz1vXUSyl3U

SHE WAS DEPRESSED, BUT
FACEBOOK SHOWED HER HAVING
FUN ON VACATION
 Nathalie Blanchard had been living off of disability insurance for
depression since 2008.
 But when Manulife, the Canadian insurance company making the
payments, got into her Facebook page, they saw her "relaxing at
the beach, hanging out at a Chippendale's-style club, and
generally having a lot of fun."
 She immediately lost her insurance benefits.
5#she-was-depressed-but-facebook-showed-her-having-fun-on-
vacation-12#ixzz1vXUhx0ta

THIS NUN WAS ASKED TO LEAVE HER
CONVENT SIMPLY FOR USING
FACEBOOK
 Sister Maria Jesus Galan was asked to leave the Santo Domingo
el Real convent in Toledo, Spain, because she was spending too
much time on Facebook. Fellow nuns said that her Facebook
activity “made life impossible.”
 This all after she used the computer to digitize the convent's
archives and help handle banking over the Internet.
5#this-nun-was-asked-to-leave-her-convent-simply-for-using-
facebook-15#ixzz1vXUrHpKh

CONCLUSION
 SM has fundamentally changed the way we communicate
 There opportunities to build up or detract from your personal
brand ( No Privacy Setting For Stupid)
 Using SM as a recruiting & screening tool has value, but comes
with risks
 Build Communities, Not Crowds
 Key themes for successful communities: Transparency &
Authenticity

THANK YOU!
 Scott Thomas, Engagement Strategist
 @ScottMThomas
 LinkedIn.com/SMThomas

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