Study Sheds Light on Business to User Interaction on Social Networks

By on October 13, 2009

social-networking

Usability guru Jakob Nielsen has just published a report on his latest research into the world of business on social networks. There are some amazing perspectives and insights to be gained.

Any business engaging users on Twitter, Facebook, MySpace and Linkedin can put this information to use immediately and surely start seeing positive results in a short amount of time.

I would like to go over a few quotes from Mr. Nielsen that I feel are the highlight take-aways from his study.

Business messages appear in a context that’s permeated by personal messages. This context sets the stage for use.

Here we learn that messages should be personable and casual and not so corporate. However, Nielsen points out that users prefer RSS feeds to be more business like.

Users listed too-frequent postings as their top annoyance with following companies and organizations.

This is quite self explanatory. I would recommend limiting your broadcast messages to just a handful per day.

It is also noted in the report that Facebook and Twitter are often used multiple times daily whereas Linkedin and MySpace are used less so.

Plan your next correspondence, but wait to execute until the right time.

Users recognize that corporate postings are commercial — rather than friendship-driven — they do resist overly aggressive selling.

This is why I don’t recommend selling or directly marketing anything within your personal timeline (on a regular basis anyway).

Set up a unique profile for your business and provide a passive introduction to your product or service. Users run from anything that looks like an advertisement.

Messages that received the highest scores had three things in common: they contained something of substance, were timely, and provided the kind of information that users expected.

Stay consistent with your followers’ areas of interest and stay up to date!  Your followers will appreciate and find value in your messages and may be inclined to re-tweet or recommend you.

Check out the rest of Nielsen’s study for more findings on business to user interaction within social networks and RSS feeds.

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About Mark Fulton

Mark is the Founder of DotSauce Magazine and a full time web developer, domain investor, SEO and online marketing professional residing in North Carolina, USA. Visit MarkFulton.com for information on freelance website development, SEO and consultation services.