Ireland crazy about social networking, surveys show

With so many people divulging personal information, safe use of social venues should be a priority in this country

SOME RECENT reports give interesting insight into how the general Irish population and Irish businesses view and use social networking services.

A recent survey by the EU’s Eurobarometer incorporates data on the perceptions of various European populations on social networking and privacy. And a survey by Regus, an international workplace solution provider, of 17,000 business managers and owners across 80 countries, published this week, gives perspective on business attitudes toward social networking.

What both surveys show is that Ireland is crazy about social networking. It features among the heaviest social network users in Europe, and the heaviest business users internationally. Companies that say they use social networking actively as part of their business strategy (as opposed to employees admitting they sneak time on social networks while they are supposed to be doing “real” work).

According to the EU, Irish internet users are the fourth heaviest users in Europe of social media sites. Some 68 per cent of us say we participate on such sites. The heaviest users are in Hungary (80 per cent), Latvia (73 per cent), and Malta (71 per cent). Poland, Denmark and Slovakia also rank among the heavier users.

One reason Irish social network use among the general population may be so high is because we have a very young population in comparison to other European states. But I honestly don’t think that would have too significant an effect. Numerous surveys have shown the age range of users of social sites is quite broad, with those in their 30s and 40s among the fastest growing segments.

The study on business use of social media would tend to confirm this isn’t a phenomenon closely linked to population age. Maybe the respondents from businesses in Ireland were all companies run by young entrepreneurs more inclined to be comfortable with social media, but there’s no indication that is the case.

This survey indicates that 64 per cent of Irish businesses say they are using various social tools such as social networking sites, blogs and online forums “to connect and engage with existing customers” and build customer loyalty, says Regus. That is significantly ahead of the global average of 52 per cent, and closely parallels the EU results for enthusiasm for social networking in the general Irish population.

Some 44 per cent of Irish companies are also using such tools to acquire new customers, a rise of 4 per cent on a similar survey last year by Regus.

While the global average is 47 per cent, Irish companies were ahead of the UK (41 per cent) in the US (43 per cent).

And I suppose I’d better take back the quip about employees sneaking time on social networks. According to this survey, more than half – 52 per cent – of Irish companies actually encourage employees to join business networks. While that is about average globally, Irish companies are well ahead of average in committing marketing cash to social networking activity, according to the survey.

Some 41 per cent – more than two-fifths of Irish companies – said they steer up to 20 per cent of their annual marketing budget to social networking. The global average was only a third of companies.

That said, Irish companies were on par with their global peers in saying that marketing needs a combination of traditional and digital strategies (61 per cent).

Overall, three-quarters of Irish companies said social networking is a business necessity rather than a curious or insignificant add-on.

But there are some warnings for businesses that come across in the EU survey. Just because people use social networks in large proportions does not mean they are not concerned about their privacy.

The Irish respondents to the EU survey showed an average concern about the privacy of the information given to social networks, with 50 per cent worrying that it might be misused. By contrast, curiously, only 29 per cent of Swedes have such a concern.

A large majority of EU residents generally – 88 per cent – think their personal data would be better protected in large companies if those companies were obliged to have a data protection officer.

Large numbers of users also felt that various types of regulation should be introduced to prevent companies from using their personal data without their knowledge.

About half, 51 per cent, thought such companies should be fined. Some 40 per cent felt they should be banned from using data in the future, or be forced to compensate victims (39 per cent).

The reality is that protections for personal data held by companies is fairly mediocre. Although there is a growing tendency to create laws requiring greater redress for loss or misuse, there is only so much bodies such as Europe’s data protection commissioners can do; a common concern among privacy advocates is that their powers remain too weak and national laws too ineffectual to deal with a growing problem.

With more and more of the general population divulging personal information or having it stored, often without a citizen’s knowledge, by websites, organisations and government agencies, there is a need for a serious consideration of how to protect the individual while also enabling a safe, productive and enjoyable use of services and social venues.