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July 13, 2012

Social Media Explosion: ACSI Adds Four Companies

David Vanamburg

Coming up on July 17, the ACSI will release 2012 results for e-business, including expanded coverage of Internet social media sites. This year, the industry roster more than doubles with the addition of four websites: Google+, LinkedIn, Pinterest, and Twitter.

Since 2010, the ACSI has measured three companies within the social media category: Facebook, Google-owned YouTube, and user-generated Wikipedia.

According to a recent survey, two-thirds of major corporations now use Web 2.0 tools such as social networks or blogs. While businesses scramble to make the most of their online resources, competition heats up among the social media sites themselves, whose revenue often depends on advertising dollars.

One year ago, ACSI results showed that social media overall had a long way to go to satisfy its users. Flat at 70 for a second straight year, social media was a below-average performer compared with all sectors and industries in the ACSI.

Among individual sites last year, Wikipedia alone beat the national ACSI average at 78, while Facebook lagged far behind at 66 in the bottom quartile of 225+ companies. Fresh off of its initial public offering, will Facebook improve user satisfaction in 2012?

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