My first waking tasks take me from bed to the computer to check e-mail, Facebook, and Twitter. Oh, sure, and the news. It turns out my actions — and yours are telling. eMarketer Daily reports that a study from e-mail marketing service ExactTarget finds that Internet users who check Facebook first thing in the morning were close to equally likely to share online information via Facebook or email. On the other hand, web users who focus on e-mail in the morning more heavily favored that communications tool for sharing of all kinds — and much less likely than Facebook lovers to post information to their Facebook page.
www.eMarketer.com
But, perhaps more significantly, the report found that those who turn first to Facebook each morning also were more likely to share information through other social venues, including forums, discussion groups, Twitter, and their own blog. And they share information about deals or coupon sites.
It turns out it’s a difference between task-oriented folks, who subscribe to more e-mails and interact with brands across e-mail and social media to get information and interact with brands and users who, by checking Facebook first, tend to draw firmer, more segregated boundaries, said ExactTarget principal Morgan Stewart. His statement continued that these users become fans of brands for entertainment purposes or to show support for a company or product.
The study also showed that Facebook users were more likely to say that sharing information shows they care about the recipient.
The ExactTarget study showed that overall, e-mail remains the overwhelming favorite for that first online check-in in the morning, followed by a search engine or portal site. Just over one in 10 users go to Facebook first.
So, are you e-mail driven or Facebook driven? And, as a brand, where are you focusing your messaging to the pre-caffeine crowd?