In the beginning, social media was almost completely fluid. Literally, by the time you found out about it the herd had moved on. MySpace and Friendster were among the first portals to really become sticky, but even they faded.
Now, there’s still the new shooting star…some like Pinterest seem to engage a larger audience…others like Viddy have their moment in the mainstream and then get cordoned off to the audience they were originally intended to reach.
Facebook is the gold standard of sticky social media.
But there may be trouble brewing in cyberspace. A report released recently from the Pew Internet & American Life Project found that Facebook remains the leading social network among American teenagers….and they don’t like it one bit.
While some teenagers claimed they “enjoyed using it,” the majority complained of “an increasing adult presence, high-pressure or otherwise negative social interactions (‘drama’), or feeling overwhelmed by others who share too much.” One 14-year-old called it “drama central.” Despite this, they are sharing more than ever about themselves.
Portals like Instagram, Tumblr and Snapchat were seen as friendlier. Even Twitter fared better in the report because “you can only be so mean if you only have a few characters.”
Despite a feeling that Facebook may be losing ground with the younger audience, the inverse is actually true. Teen usage ticked up one percent between 2010 and 2011. Facebook is “a major center of teenage social interactions, both with the positives of friendship and social support and the negatives of drama and social expectations,” Pew reports.
So what can we conclude from this study? Well, much like high school, teens may say they don’t like it but, at the end of the day, find it to be better than the alternative. That means that with the right play, and as mundane as it sounds, we’ve found the sponsored story to be the best one for the time being. You can reach and engage teens on Facebook, and they’re not going to like it a bit.
Read the whole report here.
Todd Marcum, President