Portland Light-Therapy Bar Treats Winter Depression While You Get…
After Oklahoma Devastation, Storm Shelter Business Surges
Survey Says: Who Really Runs the Internet?
More Americans than ever are going online for advice about products and services. But a small group of "influencers" are the ones telling them what to do.
Posted 10/ 18 10 at 10:00 PM | Business Trends, Technology, Advertising & Marketing, Sales, Online Business, Media, Retail, Inventions & Innovations
Text Size:
A A A
More Americans are turning to the Internet to research products and services before making a purchase. But when they look at reviews, ratings and blogs about those items, are they getting a mass opinion or the views of a few? New research suggest it's the latter. Here's a closer look at some of the latest small-business surveys.If You're Not Online, You're Invisible
According to Online Product Research, a new survey from the Pew Internet & American Life Project, 58 percent of Americans now go online to research products and services they're considering buying, up from 49 percent in 2004. And the number of people who research purchases on any given day rose from 15 percent of adults in 2004 to 21 percent in 2010. Even shoppers who end up buying from a store go online first to research the products.
And people aren't just researching online -- they're also sharing opinions. Nearly one-fourth (24 percent) of the 3,001 adults surveyed have posted online comments or reviews about products or services.
The New (and Elite) Influencers
Even though nearly a quarter of adults are sharing their views online, those who do so regularly are a much smaller -- and more influential -- group, according to The North American Empowerment Online Survey.
The survey assessed "influence posts" (blog posts, blog comments, discussion forum posts, ratings and reviews) and "influence impressions" (influence from people posting within social networks such as Facebook and Twitter). The results: 13.4 percent generate 80 percent of the influence posts, and 6.2 percent generate 80 percent of the influence impressions.
Sounds like a new iteration of the "80/20 rule," where 80 percent of your business comes from 20 percent of your clients. But I think it's too early in the ratings-and-review era for the number of primary influencers to stay that small. So it's key you know what people are saying about you online -- and address their concerns.
Tweeting Into Thin Air?
The survey assessed "influence posts" (blog posts, blog comments, discussion forum posts, ratings and reviews) and "influence impressions" (influence from people posting within social networks such as Facebook and Twitter). The results: 13.4 percent generate 80 percent of the influence posts, and 6.2 percent generate 80 percent of the influence impressions.
Sounds like a new iteration of the "80/20 rule," where 80 percent of your business comes from 20 percent of your clients. But I think it's too early in the ratings-and-review era for the number of primary influencers to stay that small. So it's key you know what people are saying about you online -- and address their concerns.
Tweeting Into Thin Air?
Most people are tweeting in a vacuum. So say the folks at Sysomos, a social-media analytics company. While some Twitter users generate huge followings and tons of retweets, a new study shows these influencers are in the minority. Sysomos looked at 1.2 billion tweets over a two-month period and found that 71 percent of all tweets produce no reaction (meaning no replies or retweets).
Retweets were especially rare. While 23 percent of tweets get replies, just 6 percent get retweeted. Tweets are also fleeting -- nearly 97 percent of replies and 92 percent of retweets happen in the first hour after a tweet is published. After that, it's nearly impossible to get a reaction.
Retweets were especially rare. While 23 percent of tweets get replies, just 6 percent get retweeted. Tweets are also fleeting -- nearly 97 percent of replies and 92 percent of retweets happen in the first hour after a tweet is published. After that, it's nearly impossible to get a reaction.
Twitter can be overwhelming. But I've found that one of the best ways to get retweeted is to be a retweeter. Essentially, it's karmic: You get what you give.
Rieva Lesonsky is CEO of GrowBiz Media, a content and consulting company that helps entrepreneurs start and grow their businesses. Follow Rieva at Twitter.com/Rieva and visit SmallBizDaily.com to sign up for her free TrendCast reports.
Getty Images
- 'Marriage Penalty' Could Make Costly Return - CNNMoney
- Oil Rises on Optimism for Cliff Deal - FOXBusiness
- Dow 2012: The Studs and Duds - InvestorPlace
- Turning the Corner: Why 2012 Wasn't as Bad as You Think - The Motley Fool
- World’s Longest High-Speed Rail Line Unveiled In China - IBTimes
- FORGET THE DEFICIT: Here's The Real Reason Liberals Want To Hike Taxes On The Rich - Business Insider
- CEOs to Fire in 2013 - 24/7 Wall St.
- DailyFinance Market Minute - DailyFinance
Comments (Page 1 of 1)
Ah... Web 2.0 - collaboration... tag clouds... Utopia... soliciting macro-economic advice from 12 year-old skateboarders worldwide. Stop Tweeting. Stop posting. No one cares.
JOIN THE TEA PARTY
It seems like every time I turn around the Obama government is getting in the way of my life,I have had it with this crap..Would some one please do something--like impeach this dictator???
Join the tea party!!
SINCE OBAMA HAS BEEN IN OFFICE AOL HAS STOPPED COMMENTS OR BLOCKED THEM FROM BEING PUBLISHED ON THE WEB. AT&T HAS TAKEN OVER THE CELL PHONE BUSINESS, AND NOW WE GET CUT OFF ALL THE TIME. WHAT DO WE HAVE TO PAY THE PEOPLE IN WASHINGTON FOR GOOD SERVICE, JOB SECURITY, AND FREEDOM OF SPEECH. I SAY FIRE ALL OF THEM. AND GO BACK TO AMERICANS RUNNING THIS COUNTRY. AND THAT WOULD SAVE A LOT OF OUR TAX DOLLARS FOR PAYING PEOPLE THAT DOESN'T DO THERE JOB.
dear traincity; you are the dictator. your ignorance and your lack of knowledge of our constitution and purpose of government is what is keeping you on line.
the tea party is a joke because most of us are not familiar with the cause of the tea party. by the way the wealthy do'nt pay taxes, so where are you dumping the tea? who runs our country?
I run the Internet! Have since the very beginning... I got some technical help with ethernet, but otherwise, I've been controlling the entire network, from home. I almost had to kick AOL off the net, a while back. It appears that they're beggining to root out some of their liberal contributers, but not at a pace which can satisfy my ongoing lust for power and control! Also, directive 112, the elimination of all Apple computers has stalled! I will not tolerate incopetence!
Heil!
Tina, you "dictate" about ignorance? take a close look in the mirror and it will become clearer to you.