Scaling the Wall: New Marketing Opportunities in Social Media

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Call it the Facebook paradox. Despite ongoing concerns about personal privacy, an increasing number of consumers are finding that screen time is now their face time – at work and at home.

More than 90 percent of American respondents to a survey ICOM conducted in July said they are extremely or very concerned about their privacy when it comes to using social media sites (that number is slightly lower in Canada at just over 85 percent). Indeed, this may explain why 32 percent of consumers have not established a social media account with any outlet.

Yet those who are online seem to be stepping up their activity.

Let’s consider Facebook, the fastest-growing social-networking site. Twenty-three percent of our respondents who hold Facebook accounts said they expanded their use of the site this year. Meanwhile, 18 percent said they began using Facebook for the first time in that same period. This, despite those high apprehension figures around privacy.