The survey was useful from a trending and level of awareness perspective, however I see little evidence that people are using social media to the extent that they could be in the UK. I am not talking about online campaigns on Facebook or microblogging on twitter as each business needs to use the social media elements that are right for their business, or where they want to be. I am talking about the awareness of options and the critical mass needed to make social media relevant.
An illustration of this is to look at how a large percentage of urban American's will not buy anything, or even visit a restaurant without reading an online review first. Websites like San Francisco's
Yelp.com are considered essential resources by consumers and businesses alike. Here in the UK we have sites like
qype.co.uk who are essentially a yelp equivalent yet businesses have not caught onto it yet, and to a lesser extent, nor have consumers. It is free for businesses to register on the site and it is easy enough to encourage customers and friends to review your services.
I have not touched a yellow pages in years, I do all my searching online and of that 95%+ on google. If it is not online I do not see it.
Google maps has a fantastic services search function that literally leads people straight to your door. Again people can review businesses on google maps too.
When I was in South Africa last on business, I had a meeting lined up with a new client. The emails were stilted and business like at first until I found him on facebook and made him a friend. He responded and from that moment on oour emails were much warmer and more friendly. When we meet face to face for the first time we had already got over the first hurdle.
Similarly many of my work colleagues are based at our San Francisco Head office. I go there about four times a year. I find that after a visit I can do very well corresponding with them via social media elements, using video chat, IM, email, twitter etc for about 3 months before I feel I absolutely need more face to face interaction.
This post has gone on for too long. My point is that we, in the UK are aware of social media and the multiple ways in which we can connect and network, yet we are not using these tools to their fullest advantage. The more people who use these tools and add content and purpose, the more effective they become.
