Is social networking connective and satisfying or isolating and overwhelming?
The expectation of social media to be an immediate connection to all friends, family and acquaintances at all times can be overwhelming to the point of being stressful. According to a survey conducted by Flock, a Menlo Park, Calif., social media Web browser creator, which asked how social media users handle the vast amount of social media content that comes across their computers and mobile devices every day, many feel pressure to keep up with their online communications, particularly with e-mail, where 74 percent stated they should respond that day. Another 52 percent felt the need to reply immediately to Facebook postings.
However, while also almost two-thirds feel stressed at some point to keep up with online social media, 93 percent feel their relationships with others have stayed the same or improved because of their interaction with friends and family through social media.
Data from Rochester, N.Y., research company Harris Interactive corroborates Flock’s findings that, on the whole, social networkers are grateful for the opportunity to communicate more often and with more people. Almost three in five online adults say they feel more connected to people now than they did before social media, and 56 percent say they find they keep in touch more with friends now than in the past. Over half of social media users surveyed say they feel very connected or connected to close friends (58 percent) and immediate family (52 percent), while 42 percent say they feel this way about extended family through social media use. Around one-third of social media users feel connected or very connected through social media to friends of friends and/or acquaintances (36 percent) and old classmates (32 percent).
Social media users also have preferences for how they want to connect with people. More than two in five social media users say that, in general, they prefer to interact with acquaintances using social media rather than face-to-face, but only 23 percent say the same about interacting with friends and 19 percent say so about interacting with family.
Gap learned the value of crowdsourcing too late
Gap’s ill-fated foray into using crowdsourcing to freshen its logo serves as a cautionary tale of what not to do when attempting to harness the power of online communities, according Natalie Zmuda’s October 7 and Andrew Hampp and Rupal Parekh’s October 11 articles in Ad Age.
Gap intended to launch a new logo to reflect the evolution of its brand, which included a bold Helvetica font and smaller blue and black boxes to the lower-right of the Gap name. The plan was to roll out the refreshed logo, designed by Laird & Partners, on gap.com and feature it in its upcoming holiday campaign. Once the logo was featured on the company Web site, Gap was overwhelmed with the (predominately negative) passionate outpouring online from customers on Facebook, so the company decided to turn its potential rebranding into an after-the-fact crowdsourcing project.
But instead of crowd steering the global retailer in a fresh direction, Gap heard loud and clear that its skinny white lettering and blue block should remain untouched. Had Gap been privy to this view prior to the logo launch, it could have saved money and embarrassment. Gap’s official Facebook page has more than 720,000 fans and has been the main channel through which the company has posted updates and responses to the criticism regarding the new logo.
Less than a week after opening up the rebranding project to the online masses, Marka Hansen, president, Gap North America, acknowledged that the logo switch was a mistake and that the company would be tabling any changes for the foreseeable future. “We are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community. This wasn’t the right project at the right time for crowdsourcing.”
Top 10 2010 holiday retail trends
It’s fair to say that - refreshingly - the 2010 holiday season will differ from 2009 in a host of ways, and the following are trends and nuggets from an October 20 blog post from Ellen Davis, vice president and spokesperson for the National 
Retail Federation, New York.
1. Americans (still) aren’t ready to declare an end to the recession. Sixty-two percent of holiday shoppers say the economy will impact their spending plans this year. Many will spend less (81.5 percent), others will compensate by shopping for sales more often (54.1 percent), using coupons more frequently (40.6 percent) and comparison shopping online (30.9 percent).
2. There’s a glimmer of hope. The pendulum is swinging back, albeit slowly. Retailers may have a bit of breathing room this year to focus on factors other than price and promote items other than the basic necessities.
3. Fundamentals are out. Fun is in. While gift cards and clothing will remain the most requested holiday items this year, the number of people putting jewelry on their wish lists this year is up 13 percent from a year ago. If last year was the year to buy your wife a vacuum cleaner, this is the year to buy her a necklace.
4. There’s still room for service with a smile. It’s no surprise that, during a recession, sales or discounts and everyday low prices take the cake, but that number dropped from last year’s all-time high of 43.3 percent. Younger adults ages 18-24 are twice as likely as other adults to say that they’ll choose a store based on service.
5. Forget price. It’s all about value. Shoppers are looking at the big picture. Does the digital photo frame that costs 20 percent more hold twice as many pictures? Is the sweater made from cashmere versus polyester so much softer that it’s “worth it”? That’s all part of the value equation.
6. Kids today are a walking contradiction. The Generation Y contingent is spending pennies on the holiday season compared to other adults ($469.32 for young adults 18-24 versus $688.87 average) but are among the first to head out and make “non-gift” purchases for themselves.
7. It’s all about me. Again. The number of people who will take advantage of holiday sales to make non-gift purchases for themselves is up 8 percent this year, and the average person will spend about $108 on these just-for-me purchases. Who’s most likely to spend on themselves? Men (58.2 percent), young adults 25-34 (70.5 percent) and Southerners (58.6 percent).
8. Men are from Mars. Women are from Venus. Men will spend about $20 more than women on holiday purchases and are 4 percent more likely to shop at department stores.
9. The biggest spenders are just one click away. People who will shop online will spend 25 percent more than average adults ($858.49 for online shoppers versus $688.87 for all adults) and are more likely to start shopping early and make personal non-gift purchases.
10. Can you hear me now? Good. More than one-fourth of Americans who have a smartphone will use a mobile device to shop for gifts, compare prices and research products (or read reviews, buy merchandise, find nearby stores, etc.).