A senior analyst with the digital intelligence firm eMarketer gave a presentation recently on the Top 10 Trends in Social Media for 2011.  Here are the second five:

Trend #6:  Consumer Usage of Social Media Still Rising
More people than ever across all generations are using social networks, and usage frequency is on the rise as well.  85% of U.S. Internet users ages 45-54 are engaged in social media; 79% of the 55+ group use social media.

Trend #7:  The “Like” Button Only Starts the Conversation
“Liking” something is easy and popular – currently, Facebook serves over two billion “like” buttons every day and over two million websites have incorporated the “like” button into their sites.  But firms need to have strategies for taking consumers from “like” to love.

Trend #8:  ROI Measurements Will Get More Targeted
Traditional metrics like website traffic, fans and leads are still the most common things to measure; however, 47% of marketers still do no measuring at all.  However you choose to measure social media, it is imperative that you have a success metric in mind before you begin. Without some sort of benchmark, determining your ROI is impossible.

Trend #9: Growth of Mobile Social Network Usage
Mobile social network usage will more than double by 2015, and marketer spending around location and local search is starting to ramp up.

Trend #10:  U.S. Social Network Ad Spending Expected to Rise 55% in 2011
Social network ad spending is expected to be up 55% in 2011, and will total 11% of total U.S. online spending.  Facebook alone will control 68% of worldwide social network ad spending in 2011.

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