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Professionals haven’t embraced existing mass social networks, like Facebook. But a recent survey revealed that almost all would use social networking – if it wasn’t quite so social.
What professionals think about online social networking
The survey, commissioned by issociate, confirmed what we’ve all sensed anecdotally – that social networking sites like Facebook currently have limited appeal for professionals.
Asked what they think of existing social networking sites …
- 15.8% of professionals said they “loathe” them
- 8.5% don’t know what social networking sites are
- Another 50% say they are members but rarely participate.
But the survey revealed a surprisingly strong latent demand for a more professional networking site.
77% want to better career – not social life
While the majority of Facebook fans see it a social tool and rarely use it for professional ends, professionals have an entirely different focus.
- Only 23% of professionals see it as a way to improve their private lives
- 77% want a social networking site that could “advance my career”
- Yet 69% wouldn’t use Facebook, MySpace or Bebo for that purpose.
What professionals aren’t getting from social networking
Clearly, LinkedIn has a stronger business emphasis than Facebook but professionals expressed these reservations about the current leading social network for business people:
- Nearly 55% bemoaned the dearth of fellow professionals
- Almost half wanted more control over who sees their personal contacts
- 37% wanted fewer unsolicited approaches.
Features that professionals want in a social networking site
When asked which features of a professional networking site they would be most likely to use, there were a few more surprises.
- 42% would frequently to stay in touch with friends
- 48% were most interested in keeping up with industry news and events
- 75% would frequently or occasionally seek out interest groups.
53% “highly likely” to use a professional networking site
More than half – 53% – said they would be “highly likely” to use a “social networking site that was open only to professionals – and every member of your association belonged to it”.
A further 38% said they would be “likely” to use it.
So, while few are using existing social networking sites, 91% of professionals were either likely or highly likely to use a dedicated professional networking site.
Professionals want a professional networking site
The survey shows that professionals do want to network online – they just don’t like existing social networking sites because of privacy concerns and their limited use by fellow professionals.
issociate – social networking for professional associations
The survey was conducted by issociate, a social networking site designed specially for professional and industry associations and their members.
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