Social networks are growing with more and more people joining the virtual networks across the globe. But, which amongst these networks are growing the fastest? A study by GlobalWebIndex’s ‘Stream social: Quarterly social platforms update’ found that Facebook is the reigning social network worldwide, with just over half of internet users logging on to the network at least once a month in Q1 2013. The subsequent networks have nearly a quarter of internet users – Google at second place is growing steadily with 26% while YouTube is quite close at 25% of internet users. (News Source: Emarketer)
Interestingly, next in the list is microblogging network Twitter at fourth position with 22% of internet users. The study also found that Twitter is the fastest growing social network with a growth of 42% active users between Q2 2012 and Q1 2013. And, in the study regarding countries that saw a higher growth rate in terms of Twitter accounts for Q1, 2013, India has shown a growth of 19% with respect to Q2 2012.
The growth of Twitter will only rise as the microblogging network continues to be a strategic choice for brands to get closer to fans. What began with television channels joining Twitter to connect with their viewers and create an awareness about their shows, continues with the platform being leveraged for promotional campaigns around upcoming shows and movie premieres.
But, the most significant adoption of Twitter was seen lately when the platform was used by quite a few television channels to encourage live interactions with their viewers. The finale of dance reality show Nach Baliye invited viewers to take part in its live Twitter contest. Colors TV did this for the Miss India show whereas recently Star Sports India did it for the game between Manchester United and Chelsea by inviting viewers to tweet wacky definitions for a word displayed on the screen. Indeed, Twitter has evolved into the second screen, pioneering the phenomenon of Social TV in India.
Twitter India has also partnered with the ongoing sixth edition of Indian Premiere League to develop an integrated experience for the user. A discover page for the IPL that displays curated tweets, Magic mirror that enabled cricketers to tweet their backstage photos automatically through the official IPL Twitter account, and collation of all the tweets at the IPL website. The tweets were also shared on television screens.