Social Networking Sites: Declining in Popularity?

TechSoup recently published two articles weighing the pros and cons of social networking for nonprofits, Determining Your Social Networking Needs and Should Your Organization Use Social Networking Sites?

Yet a new report by internet marketing research company comScore suggests that, on many social networks, unique visitors and user engagement (measured by the number of minutes spent per visitor), are on the decline. MySpace, Bebo, and Facebook are all seeing a drop in the average number of minutes spent per visitor from November to December, reflecting a broader aggregate trend in these sites year-over-year.

Could this mean that users are finally fatigued with the phenomenon, or moving to the next venue like Second Life? Or is this a natural drop-off rate, whereby people who were initially drawn to the novelty of the tools have grown disinterested, leaving behind fewer, but more engaged, users?

While it's too early to tell for sure, this data helps emphasize the point brought up in both articles on TechSoup: Social networks are a relatively new technology, and it's important to use them strategically and when it makes sense for your organization. As Brett Bonfield writes in Should Your Organization Use Social Networking Sites?, "Success in social networks depends on your sense of adventure. There are a lot of opportunities, but many of them are not thoroughly explored or tested. You might achieve great success — or it could all end up being a great big waste of time. Think through the challenges and opportunities carefully, and then decide whether social networking is right for you.

Source: Creative Capital (via AllThingsDigital).

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