In a survey conducted by TNS and The Conference Board on how Americans use Twitter, almost 42% of respondents claimed they did so to keep in touch with friends.

The second biggest reason was to update their status.

Notice that “build a relationship with a brand” didn’t make the list.

Just because we see one use for a platform doesn’t mean that our audience sees it the same way. The other important take away is to see that there is no one “right” way to use Twitter. YOU are the audience that you’re trying to reach, so what type of engagement are YOU looking for from a brand?

Graph credit: emarketer

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I’ll summarize some of them here:Social media is rapidly becoming a core channel for disseminating information. Fifty-seven percent of this group of early social media adopters reported that social media tools are becoming more valuable to their activities, while 27% reported that social media is a core element of their communications strategy.

- Society for New Communications Research, “New Media, New Influencers & Implications for Public Relations

Social media can have a dramatic impact on your brand’s reputation. “34% post opinions about products and brands on their blog and 36% think more positively about companies that have blogs.

- Universal McCann’s Social Media Research Wave 3

Just over one quarter of the Inc. 500 reported social media was very important to their business/marketing strategy in 2007. That number has increased to 44% just one year later.

- University of Massachusetts Dartmouth Center for Marketing Research

Social networking use grew 24% year over year worldwide, with notable increases in Europe and the Middle East.

- Comscore, August 12, 2008

And here are a few compelling statistics not included in the post:

Over one-in-five (20.9%) of reporters said they spend over an hour-a-day reading blogs. A total of nearly three in five (57.1%) reporters said they read blogsat least two to three times a week.

- Brodeur Reporters Survey, January 2008

If you have any other statistics you find useful (along with their source), please share the link in the comments section below!

© Aaron Uhrmacher. Visit DISRUPTology for more posts on social media and communications.

Join me: Twitter | Delicious | Tumblr