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So Much Social Media Data, So Little Guidance
The explosion of social networking represents a paradigm shift in online communications. According to the latest statistics, individuals now spend more time interacting through social networking sites than they do through traditional e-mail. (See, “What Americans Do Online: Social Media and Games Dominate Activity,” Nielson.com, Aug. 2, 2010.) Facebook alone now boasts more than 500 million active members, larger than the entire population of the United States. See, Facebook Press Room: Statistics (www.facebook.com/press/info.php?statistics); and Robert Schlesinger, “U.S. Population, 2010: 308 Million and Growing,” U.S. News.com, Dec. 30, 2009. MySpace, Twitter, LinkedIn, and other sites have seen similar growth.
This new mode of communication is not simply confined to personal use. Businesses have discovered social networking's marketing potential and have set up their own social networking pages to attract customers and promote their products or services.
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