By Michael Alan Hamlin
September 1, 2010
Young adults have embraced the Internet and social media, but they are much savvier when it comes to online trust and personal brand management than older adults, according to a recent Pew Internet study. Entitled, “Reputation Management and Social Media,” the survey reveals how people monitor—and manage—their personal brands and search for others online. Another survey shows why “SocMed” savvy is so important, especially in the Philippines.
comScore—which measures online activity—said last month that 93% of Internet users in the Philippines visit Facebook every month, making the Philippines the social network’s largest market globally by penetration. That’s about 22 million Filipinos, assuming about 24 million regular Internet users as estimated by AC Nielsen. The extrapolation is necessary because comScore only counts Internet penetration from homes, not Internet cafés, schools, and offices.
Forty percent of Internet users in the Philippines are teenagers and young adults between the ages of 15 and 24, according to comScore, which apparently doesn’t measure use by younger users. At any rate, 60% of Internet users are supposedly older and wiser adults. However, if they follow the trends identified in the Pew study, when it comes to prudent use of the Internet and social media, that’s not the case.
First, some general trends. About 57% of US Internet users monitor their reputations online, up from about 47% four years ago. The default method for monitoring reputation is search alerts. The comScore survey shows that about 80% of Internet users in Asia Pacific use search, and in the Philippines usage increases to 86%. It’s a good bet that while search is useful for many reasons, monitoring personal brands is probably at or near the top of the list.
Users are also proactively managing their online brands. Forty-six percent of US Internet users have created profiles on social networking sites, up 10 points as well from 36% in 2006. We’ve already seen that the Philippines has very high social network reach, and users in the Philippines spend more of their online time using social networks than users anywhere else in the world. Oddly, only Indonesia comes close, 32.8% compared to 33.1% for Filipino users. It’s fair to say that Filipinos are very actively engaged in managing their online personal brands.
Incidentally, the comScore study shows that the use of the micro-blogging service Twitter is also growing rapidly, up from about nine percent in February to 15% in May. The Philippines is also the number three market for Twitter in Asia Pacific, after Indonesia and Japan.
Searching for information related to other personal brands is an emerging mainstream activity, perhaps in part to assess a user’s relative brand attractiveness compared to former classmates, colleagues, and rivals. Given the intense loyalty Filipinos exhibit towards province mates, classmates, and colleagues, assuming that Filipinos have little need to research individuals from their past seems a reasonable thing to do.
However, anecdotally, my wife recently announced to me that since she started using Facebook, she had connected with former classmates and colleagues she hadn’t heard from in years. Her experience and that of millions of other Filipinos and Internet users worldwide show that it’s not just search but social networking when it comes to leveraging powerful online tools for personal brand monitoring, whether friend or foe.
When it comes to guarding personal brands online, however, younger users appear to be the experts. According to the Pew survey, 44% of US users 18-29 take steps to limit the amount of personal information they make available online. That compares to 33% of Internet users aged 30-49,
25% of those 50-64, and 20% of users 65 years-old or older. Perhaps the reason is that as users age, they are less worried about stalkers. Of course, it could be that they are simply less social media savvy.
Younger users are more likely to proactively manage their personal brands in other ways, such as changing their privacy settings to limit who sees their information. That can be complicated, suggesting that younger users are more adept at managing social networks than older users. Younger users are also more inclined to remove negative comments others make on their profiles and to remove tags associating their names with photos taken by other users.
Online personal brands matter, and younger users seems to be better at managing them. But no study reveals whether that’s because they understand personal branding better than older users, or are just more adroit at manipulating the technology to protect their feelings.
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