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It’s a Small World After All: The Top Global Web Trends

Social media is a global phenomenon indeed. Certainly Facebook, Twitter, Google+, in their own way, each make the world a much smaller place. The distance between any two people is shrinking as the number of network connections continues to proliferate. I’m sure you’ve heard at one point or another, that the distance between two people in an offline world is six degrees. In a recent Facebook study for example, the average degree of separation between two people in the network is only 4.74. When focused on one country specifically, such as the U.S., Sweden, or Italy, among others, the number of hops between two people further shrinks to 3.74.

Social networking is the new normal. No matter where you are in the world, there are social networks that only continue to bring us together. In January 2012, comScore published an interesting report, “It’s a Social World,” which opened a window into the world of social networking. The report contained several key findings, which aren’t a surprise to you or me, but they will deliver a wake-up call to the captains of industry who may be on a wrong course toward the future of customer relevance.

According to comScore, numbers show that social networking is the most popular online activity worldwide.  As you can see in the image below, social networking is a global phenomenon. Social networks for many, are the hub for their entire online experience. They introduce the need for any organization with a content strategy to rethink what they create, when, where and how. In October 2011, 1.2 billion users around the world visited social networking sites, which account for 82% of the world’s population. Most notably, nearly 1 in every 5 minutes is now spent in social networks. Within each network, attention is focused on interaction within the social graph where the 5C’s of Engagement must now account for those who at varying levels create, connect, consume, communicate, and contribute.

But social networking is only part of the story as platforms count for everything. Mobile devices are also fueling social addiction. comScore looked at individuals aged 13 and above and as a result, they believe that mobile social networking is going to be the wave of the future.

For businesses developing country-specific programs, comScore also provided a glimpse into the top 10 engaged markets for social networking. This should factor into your prioritization discussions.

1. Israel
2. Argentina
3. Russia
4. Turkey
5. Chile
6. Philippines
7. Columbia
8. Peru
9. Venezuela
10. Canada

As alluded to earlier, while demographics are important, try to also think beyond Boomers, Generation-X, or Generation-Y. Think Generation-C as those who live the connected lifestyle are injecting digital into their DNA. As you can see here, social networking growth is pervasive across the board.


Nielsen also released a report on the “State of Social Media.” While it mostly focuses on the impact of Social and Mobile technology in the United States, there is useful breakout of the Top 10 Web Brands by unique audience around the world.  I believe that this information should be considered in any social and web strategy. Here are the top 10 sites by country in no particular order…

United States

1. Google
2. Facebook
3. Yahoo!
4. MSN/Windows Live/Bing
5. Youtube
6. Microsoft
7. AOL Media Network
8. Wikipedia
9. Apple
10. Ask


1. Yahoo!
2. Google
3. FC2
4. Youtube
5. Rakuten
6. Wikipedia
7. Microsoft
8. goo
9. Ameba
10. Amazon


1. Google
2. MSN/WindowsLive/Bing
3. Facebook
4. Youtube
5. Microsoft
6. Blogger
7. Yahoo!
8. Wikipedia

United Kingdom

1. Google
2. Facebook
3. MSN/WindowsLive/Bing
4. BBC
5. Youtube
6. Yahoo!
7. Amazon
8. eBay
9. Microsoft
10. Wikipedia


1. Google
2. Facebook
3. NineMSN/MSN
4. Youtube
5. Microsoft
6. Yahoo!7
7. Wikipedia
8. Apple
9. eBay
10. Blogger


1. Google
2. Facebook
3. MSN/WindowsLive/Bing
4. Microsoft
5. Youtube
6. Orange
7. Wikipedia
8. Free
9. PagesJaunes


1. Google
2. Facebook
3. Youtube
4. MSN/WindowsLive/Bing
5. Virgilio
6. Libero
7. Microsoft
8. Yahoo!
9. Wikipedia
10. Blogger


1. Google
2. Facebook
3. Youtube
4. eBay
5. Microsoft
6. Amazon
7. MSN/WindowsLive/Bing
8. Wikipedia
9. T-Online


1. Google
2. MSN/WindowsLive/Bing
3. Facebook
4. UOL
5. Youtube
6. Microsoft
7. Terra
9. Orkut
10. Yahoo!


1. Google
2. Facebook
3. Youtube
4. MSN/WindowsLive/Bing
5. Microsoft
6. Bluewin
7. Wikipedia
8. Aple

Some interesting findings emerge out of these numbers. First, Google is the top Web brand in each country except Japan according to Nielsen. Second, Youtube is a top 10 online destination in each of these countries. Lastly, Facebook is among the top 3 sites in every country except Japan. FC2 and Ameba are the country’s top 2 social networks.

Engaging Customers in a Destination Web and in The Egosystem

Revisiting the comScore report for a moment, we can see the overall Internet and Social Networking growth is imminent. As you develop content and engagement strategies for Web, social and mobile channels, consider this…the behavior on the Internet, social networks and on mobile devices is unique to each platform. There is no universal strategy that will cut across all platforms for every community you’re hoping to reach.

Take a look at the graphic below. The top line in blue represents Internet growth. The bottom line in orange represents the overall of social networks. By reading between the lines, we can actually see a difference in the mindset of customers. The blue line represents the destination Web, i.e. websites, search engines, etc. The orange line symbolizes what I call the Egosystem, a Web experience where information finds people through the connections they make. It is in the understanding of how information travels and how it’s discovered in popular channels and platforms as well as comprehending customer behavior in the destination web and the Egosystem that reveal the keys to meaningful engagement.

So why is this important? In the social economy, there are no strangers, only friends you haven’t followed or haven’t followed you yet.

For global businesses considering any social and web strategies to improve customer experiences and engagement, going global starts within going local. This is not about taking one campaign and broadcasting it around the world from central headquarters—even if it’s translated. This is about localization and true engagement with those who define social networking at the local level. In social networks people do not create an idle global or country-specific “audience,” nor do they anxiously anticipate the next big marketing campaign. This is Generation-C (connected) after all, and they’re connected and among the most discerning groups of customers your business has ever faced. Here, they are the network and organizations, your business, are the guests.

Before you go, I’ve assembled a list with top line thoughts to help guide you in the development of your global, and local, new media strategy…

The Top 9 Reasons to Go Local with Your Global Social and Web Strategies

1. Social Media is the new “normal,” and it is literally making the world a much smaller place
2. Employing a Global Strategy establishes a unified brand
3. Investing in a local presence builds a bridge between the brand and customers
4. Localizing and contextualizing content increases relevance, engagement, and resonance
5. Investing in the 5’s of community completes the last mile to improve customer experiences, increase commerce and promote advocacy
6. Global languages and cultures are extending your opportunity for commerce and community, but localization is the key to engagement
7. Prioritize each opportunity based on local markets that track toward business objectives and language opportunities
8. Think channel experiences and design local experiences to thrive on each platform (mobile, Facebook, web, etc.)
9. Finally, because your local customers and country managers want it that way

As comScore notes in its report, “Social networking behavior both transcends and reflects regional differences around the world.”

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13 COMMENTS ON THIS POST To “It’s a Small World After All: The Top Global Web Trends”

  1. awaldstein says:

    Nice one.

    I agree that Social Media is the New Normal is true in a phrase.

    But the gap between what we know as people, as individuals using the social web and businesses, especially smaller ones and their comfort level thinking about their businesses in these terms in huge.

    If the gap between what the population does and the businesses do, increases, something

    Your work with your agency and your writing is very much big brand focused. They care and they need to figure out how to play.

    More interesting and more challenging is what small businesses where 50+% of the workforce is does. That is where the social business gap really plateaus.

  2. Kelsea Garthoff says:



    am currently a graduate student at Drury University pursuing my master’s in
    communication and marketing.  We have recently been discussing the impact
    of digital media on the public in regard to privacy, accessibility and the
    ethical implications surrounding it.  

                According to Charles Ess, “In the
    developed world, we increasingly are the digital information that facilitates
    our lives and engagements with one another.” So
    not only is information readily available, but it
    can be posted by just about anyone with access, and is instantly capable of
    being seen by the rest of the world-if on a website, or the intended party when
    it comes to emailing.  The connection to
    others is undeniable in a social media format. 
    Whenever a post it made, someone will read it regardless of your friends
    list on Facebook or followers on Twitter. 

                The part of your post that really
    resonated with me was when you said, “The
    distance between any two people is shrinking as the number of network
    connections continues to proliferate.  I’m
    sure you’ve heard at one point or another, that the distance between two people
    in an offline world is six degrees.  In a
    recent Facebook study for example, the average degree of separation between two
    people in the network is only 4.74.”

                Social media has had an indisputable
    impact on the world, not only in regard to technological advances, but also how
    we are able to communicate with others and on what platforms.  Your breakdown of top media usage in various
    countries throughout the world lets corporations like Facebook, Yahoo and
    YouTube know that they are on the right track to making a difference in
    billions of people’s lives.

  3. Ashley W says:

    I’m currently enrolled in a course to better understand the weight social media now holds, especially pertaining to the PR industry, and I’m further baffled by the data you presented.  I thought I was in the dark before, but I must have been in the dark ages!  I somewhat agree with the comment from Mr. William Mougayar about having to “dumb it down” for certain tech-hesitant individuals.  However,  skeuomorphic design apparently lends itself to just that!  I have little doubt that Apple’s accountants/PR practitioners wouldn’t agree with me!

  4. Becca Tash says:

    Really interesting post. I took an international public relations class last semester and I really got a chance to see how PR is practiced in different countries and how they compare. Statistics regarding usage of social media is a great tool for the development of PR within different countries, but also for practitioners who are working for organizations that have interests in multiple countries. 

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