Universal McCann have released their fifth annual global social media study. It is one of the most comprehensive reports around, giving deep insights into motivations and behaviours of users of social media platforms. This year’s report highlights the opportunities for brands to become more engaged with consumers using social technologies. Here are some insights from the study:

“Social networks have become more embedded in our everyday lives, whether it’s Facebook, Orkut or LinkedIn, we now contact more people in our personal life through our social networks.

It’s essential for brands to understand why and where different groups of consumers participate in this new world.

Understand that and brands can create campaigns, messages and communities that consumers want to be part of, spreading the message far and wide much more effectively than simply buying banners and buttons in these spaces.”

Social Demand by Category - % of users who want to interact with brands in different categories - from getting news updates to joining brand communities.

Consumer Demand for Social Interaction with Brands (by Category) - % of users who want to interact with brands in different categories - from getting news updates, interacting with executives to contributing to product improvement.

View the report here: