It's been more than a year since Forrester published its original Facebook factor report, which quantified the impact of a Facebook fan on brand interactions for US online adults, and social media has only become a bigger part of consumers’ online experience. Social media is engrained in the lives of US consumers, and we found this to also be true for US youth. Our latest report, “The Facebook Factor: US Online Youth” answers the question, “How much more likely are youth Facebook fans to purchase, consider, and recommend brands than non-fans?” We also analyzed youth engagement with brands on other social networking sites like Twitter and Google+. As in the original report, we used logistic regression modeling to uncover the effect of Facebook fans or Twitter followers on brands for the youth market.
In the report, we analyzed the “Facebook factor” for four brands that are popular with youth: Converse, Disney, iTunes, and Starbucks. We found that US online youth who engage with these brands on social media are much more likely to have made a purchase from, consider, and recommend each of these brands than non-engagers.
Personal communications services, which we define as communication and collaboration services that merge private, social and business communication in one personal view, are becoming part of the work environment. Services like Skype or Google Apps allow users to speak and send messages across multiple communications services to communicate and collaborate just as they would as consumers within a corporate context. Empowered employees expect to use these collaboration channels not just for personal use but also for work.
Although Skype has been around for more than decade, the market for personal communications services in a business context is still very much evolving. The personal communication experience is complex and challenging, as individuals wrestle with multiple communications services to manage an increasingly diverse set of communication and collaboration technologies.