Consumers' Use of Social Media March 2012

About This Report

Facebook's February 2012 announcement of its initial public offering (IPO) provides traditional media with additional fodder about how new media are changing the face of the industry. Missing from reports are reasons why individuals participate and whether participants are important customers to a business enterprise. VALS™ is particularly useful to explain the social-media landscape. If a business does not already appeal to a portion of three VALS groups—Achievers, Innovators, and Experiencers—social-media use does not make sense for the enterprise. However, if these groups are the organization's customers, the enterprise needs to create targeted social-media communications that will have the greatest appeal.

Table of Contents

Community 4
Sociability and Validation 5
Sociability and Narcissism 6